New Delhi, Oct. 10 -- Legendary Sachin Tendulkar launched his sports athleisure brand 'Ten X You' on Friday with an aim to transform India from a sports-loving nation to sports-playing nation. The launch event, which was held at Mehboob Studio in Bandra, had his wife Anjali and daughter Sara in attendance along with former India cricketers Pravim Amre and current Board of Control for Cricket in India (BCCI) chief selector Ajit Agarkar.

Aimed at multiplying the sporting spirit within each individual, Tendulkar's new brand brings together performance, purpose and accessibility under one label. The brand mainly focusses on sports shoes but they do have a wide range of products under the label. "Really excited today to have launched our bran...