Mumbai, November 26, 2025 – TEN x YOU, a leading sports and athleisure brand, recently announced its association with Ayush Mhatre, Captain of the India U-19 Cricket Team. This collaboration further reinforces the brand’s long-standing commitment to identifying and supporting promising talent emerging from India’s grassroots cricketing ecosystem. Co-founded by Master Blaster Sachin Tendulkar as the Chief Inspiration Officer, alongside Karthik Gurumurthy, Chief Executive Officer, and Karan Arora, Chief Operating Officer, the brand continues to build its identity around authentic, on-ground insights drawn from players rising through the country’s robust academy networks.
In line with its mission to stay deeply connected to the foundational tiers of Indian cricket, TEN x YOU has established strong partnerships with leading academies such as MIG Cricket Club, the SRT10 Academy, the Cricket Academy of Pathans, and the Uttam Mazumdar Cricket Centre (UMCC). These institutions serve as important training grounds that shape emerging athletes while providing meaningful inputs that inform the brand’s performance-first product development approach.
Welcoming Ayush into the TEN x YOU athlete ecosystem, Karthik Gurumurthy, Chief Executive Officer and Co-Founder of TEN x YOU said, “Ayush’s journey from Virar to IPL, and now the Captain of the U19 Men’s Indian cricket team is the result of his talent, resilience and perseverance. Ayush represents the new generation of athletes who remind us that sport is not just about winning, but about passion and joy. We hope to inspire young people to never stop playing, to chase their dreams with the same determination Ayush has shown, and to remind everyone, whether on the field or off, that the true essence of play lies in the happiness it brings.
Expressing his enthusiasm, Ayush Mhatre, Captain of the India U-19 Cricket Team, said, “From the days of taking long train rides from Virar to practice, to now leading India’s U-19 team, my journey has been about never giving up and always finding joy in every game. Every milestone has reminded me that cricket is not just about records, it’s about a million hopes, the lessons, and the happiness that playing brings. TEN x YOU’s commitment to grassroots cricket feels personal to me because it mirrors my own path. I’m proud to be part of a partnership that will inspire young players to keep chasing their dreams, to never stop playing, and to always remember why they fell in love with the sport in the first place.”
Prashant Shetty, Ayush’s professional coach, added, “Ayush and even Sachin Tendulkar himself, have shown that with the right guidance and relentless effort, young players from any background can reach the highest levels. TEN x YOU’s focus on nurturing talent at the academy level is exactly what Indian cricket needs to keep producing world-class athletes.”
The association not only deepens TEN x YOU’s connection to grassroots cricket but also strengthens its broader vision of integrating athlete experiences into design innovation, engaging closely with academy ecosystems, and inspiring the next generation of players. It also underscores the pivotal role that coaches and mentors play in shaping young athletes, not just as skilled performers, but as disciplined, grounded, and resilient leaders. Their constant guidance, emotional investment, and technical expertise form the backbone of every athlete’s journey, enabling raw potential to transform into excellence. By spotlighting these enablers of success, the collaboration reaffirms TEN x YOU’s belief that every champion is shaped by a supportive ecosystem that nurtures talent both on and off the field.
With Sachin Tendulkar as the enduring face of the brand, and mentors like Prashant Shetty shaping champions such as Ayush Mhatre and Jemimah Rodrigues, TEN x YOU continues to build a credible, insight-led performance ecosystem that nurtures India’s cricketing future.
About TEN x YOU :
TEN x YOU is a Bengaluru-headquartered sports and athleisure brand co-founded by Karthik Gurumurthy, Karan Arora and Sachin Tendulkar, with backing from Whiteboard Capital and Peak XV. Built on the philosophy of bringing back play into everyday life, the brand crafts shoes, apparel, and accessories tailored for Indian body types and designed to deliver comfort, versatility, and joy. By partnering with global design experts across Germany, Portland, and Taiwan, TEN x YOU combines engineering excellence, material innovation, and performance-driven design to create gear that seamlessly transitions from sport to lifestyle. With a vision to be a one-stop destination for sportswear, TEN x YOU celebrates active living-not just for athletes chasing podiums, but for everyone chasing joy.
For more information, please visit TEN x YOU and follow us on LinkedIn and Instagram.
For media queries, kindly reach out to:
Lavanya Chaturvedi
Email ID: Lavanya.chaturvedi@finnpartners.com
Phone: 88516 61957
Ratika Rana
Email ID: Ratika.rana@finnpartners.com
Phone: 9501792425
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