Sachin Tendulkar’s TENXYOU Films Spotlight the Joy of Play Beyond Performance

TENXYOU, the purpose-driven sports and athleisure brand co-created by Sachin Tendulkar, officially launched its brand movement through a pair of films that brought to life the brand’s core belief: shifting the nation from sports-loving to sports-playing. The films serve as a cinematic ode to the power of play by portraying how sport transcends competition, reminding us that its truest expression lies in joy, freedom, and connection., to communities uniting in shared play, the films capture moments that feel authentic and deeply human. Anchored by Sachin’s presence and voice, they highlight how play is not only about athletic performance, but also about finding purpose, belonging, and joy in everyday life.

For too long, sport in India has been seen as the domain of athletes and professionals. TENXYOU seeks to rewrite this story by breaking down barriers to play and designing for inclusivity, positioning itself as a movement for everyone – children, working adults, and seniors alike. The films vividly bring this philosophy to life. Sachin Tendulkar is portrayed as both mentor and participant, encouraging people to pick up play again and joining them on the field to show that movement is for everyone. Karthik Gurumurthy, Co-Founder & CEO of TENXYOU, appears as the enabler in one of the films, symbolizing the leadership and commitment to take this vision from belief to execution, ensuring that the brand’s mission reaches people everywhere. Phillip Limburg, Design Lead, represents the creative force behind the products, demonstrating how thoughtful design and innovation remove practical barriers to play, making sports more accessible to all.

Together, their presence reflects the spirit of TENXYOU: a collaboration of vision, purpose, and expertise, rooted in the idea that play belongs to everyone. By weaving in voices and faces from different walks of life, the films highlight the three central themes at the heart of the brand: joy, community, and purpose.

Speaking on the occasion, Sachin Tendulkar, Co-Founder & Chief Inspiration Officer, TENXYOU, said, “India has always been passionate about sport – we are a sports-loving nation. But my dream has been to see us evolve into a sports-playing nation, where participation becomes a natural part of everyday life. To me, play is not just about athletic performance, it is about joy, togetherness, and the freedom to express yourself. With TENXYOU, our aim is to remind people that play belongs to everyone, regardless of age or background. I believe that if more people embrace play, even in small ways, it can change how we live, how we connect, and how we see ourselves.”

Karthik Gurumurthy, Co-Founder & Chief Executive Officer, TENXYOU, added, “TENXYOU was created with a very clear purpose: to enable play for all. Too often, the simple joy of play has been overshadowed by competition and records. Sachin’s vision gave us the inspiration, but it was the voices from the ground that shaped how we brought it to life. These films are only the beginning; they capture the spirit of inclusivity and the smiles that come with play. The response so far shows a genuine hunger for this shift—from just watching to actively playing—and our commitment is to build an ecosystem that truly brings joy back into people’s lives.”