Bringing its India-born cricket-inspired athleisure momentum to American soil, TEN x YOU which is co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, has officially entered the United States, marking a major step in its global expansion strategy.
Less than a month after its launch in India, the brand chose the LaGrange Cricket Grounds in Georgia, home to the first privately owned cricket stadium in the country, as the symbolic venue for its U.S. debut. The company partnered with Das Adventure Sports (DAScricket.com), aligning with a community deeply invested in building America’s cricket ecosystem from grassroots to professional levels.
As cricket gains momentum across the U.S. with growing participation, infrastructure investment, and the sport’s recent confirmation for inclusion in the upcoming Olympic Games, TEN x YOU sees a pivotal opportunity to position itself at the heart of this new wave of sporting enthusiasm.
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“We knew we wanted to eventually make our products available here — to every cricket fanatic, fan, and player, whether Asian or American. This launch, in partnership with Das Adventure Sports, allows us to do just that. DAS shares our belief in building the game from the ground up, and together, we aim to support the sport’s growth in the United States,” said Gurumurthy, co-founder and CEO of TEN x YOU.
Tendulkar, chief inspiration officer and co-founder of TEN x YOU, emphasized the brand’s mission to make sports participation more accessible. “We are a young brand, and this reflects in the brand’s energy and enthusiasm as we begin our global journey with the U.S. launch. The vision behind TEN x YOU is simple, to urge people to go beyond simply ‘sports loving’ to ‘sports playing’ individuals. The sport of cricket is gaining popularity in the U.S., and we want to play a meaningful role in its growth and development by combining innovation, accessibility, and community engagement.”
DAS Adventure Sports, which operates one of America’s most prominent cricket academies and training ecosystems, views the collaboration as timely and culturally significant.
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Siddharth Das, the founder of DAS Adventure Sports, said, “At DAS Cricket Academy, we combine discipline, performance, and community to build a complete cricketing ecosystem. Partnering with TEN x YOU comes at a time when the sport is finding exciting new ground in the U.S., and together, we hope to contribute to that growth — not just as organizations, but as catalysts for cricket’s global journey.”
TEN x YOU plan to go beyond product sales, focusing on integrating with U.S. cricket culture through athlete sponsorships, partnerships with academies, clubs, and community-driven programs aimed at nurturing talent across states. Its digital platform will feature full-view product showcases, highlighting the craftsmanship, technology, and sport-first spirit behind its designs.
Indian cricket icon Sachin Tendulkar first introduced TEN x YOU in October during a launch event at Mehboob Studio in Mumbai’s Bandra. The unveiling was attended by his wife Anjali and daughter Sara joined him, along with former India cricketer Pravin Amre and current Board of Control for Cricket in India (BCCI) Chief Selector Ajit Agarkar, marking the beginning of the brand’s journey from India to the global stage.