The TEN x YOU Ambassador Program recognizes and empowers grassroots coaches, embedding their insights into product innovation and advocacy.
TEN x YOU, the performance-driven sports and lifestyle-brand from SRT10 Athleisure Pvt. Ltd., recently announced the launch of its flagship Ambassador Program, in Mumbai. Co-founded by cricket legend Sachin Tendulkar, along with Karthik Gurumurthy, Chief Executive Officer and Karan Arora, Chief Operating Officer, the initiative strives to establish TEN x YOU as a credible, grassroots-anchored cricket brand.
As part of this program, the brand partnered with leading academies and clubs across the country to strengthen its grassroots connect. These include the SRT10 Academy, Cricket Academy of Pathans (founded by the Pathan Brothers and mentored under the visionary guidance of Managing Director Mr. Harmeet Vasdev), Uttam Mazumdar Cricket Academy, Rx Murali Cricket Academy to name a few. The Ambassador Program builds on this philosophy by bringing grassroots voices, especially coaches-into the heart of the brand’s innovation and advocacy efforts.
The launch was designed to be both symbolic and immersive. Sachin Tendulkar inaugurated the Ambassador Program by signing a Giant Replica Shoe, a moment that was further celebrated as esteemed guests and attendees also added their signatures, marking the collective beginning of the journey. The venue featured a Welcome Display and Product Zone that showcased TEN x YOU gear alongside storytelling on product design. Additionally, the Dugout Content Booth provided a dedicated space for ambassadors to share their journeys and training philosophies, creating a library of authentic voices to be featured on TEN x YOU’s digital platforms.
Karthik Gurumurthy, CEO of TEN x YOU, added, “The TEN x YOU Ambassador Program is a cornerstone of our long-term strategy to redefine cricket in India and become the biggest cricket brand globally. By empowering grassroots coaches, we are building a credible, performance- driven ecosystem where real insights directly shape product innovation, advocacy, and community engagement. By embedding these voices into our design and development process, we ensure that every piece of gear reffects the true needs of the cricketing community and delivers an authentic experience of the brand.”
Structured around the three strategic pillars of Recognize, Reward, and Empower, the TEN x YOU Ambassador Program is designed to build long-term credibility and impact within the grassroots cricketing ecosystem. The Recognize pillar highlights not just coaches but also academies that have built strong infrastructures for cricket in the country, ensuring their contributions are celebrated through storytelling-led initiatives. The Reward pillar delivers tangible value to coaches, players, and academies through preferential access to products, bespoke gear solutions, and exclusive discounts, directly aligning innovation with on-ground needs. The Empower pillar focuses on creating opportunities for deserving and talented students
by enabling upward mobility through sponsorship pathways, ensuring that promising talent receives the support it needs to thrive.
TEN x YOU distinguished itself from traditional celebrity labels by adopting an insight-led, performance-first development process. The program leveraged professional expertise and rigorous testing to deliver products designed with performance and quality in mind to serve best to its customers.
