Bengaluru: HRX, a homegrown active lifestyle brand co-owned by Hrithik Roshan, has unveiled its latest brand campaign, ‘Built for Sweat, Designed for Life’, reinforcing its identity as a fitness-forward yet fashion-conscious label. The campaign marks a key milestone with the onboarding of actor Triptii Dimri as the female face of the brand alongside Hrithik Roshan, expanding HRX’s appeal among women consumers.
The campaign highlights HRX’s vision of enabling everyday movement—be it a workout, a quick coffee run, a city sprint, or a dance session—with apparel and accessories that deliver both high-performance functionality and everyday style.
“We at HRX have aspired to build a brand that would be the everyday companion in your journey towards health and fitness. I’m happy to be collaborating with Triptii, and welcome her to the HRX family. Together with this campaign, we hope to strengthen HRX’s positioning as a brand for everyone, designed to blend high-performance functionality with style,” said Hrithik Roshan, Co-founder, HRX.
The new campaign film creatively juxtaposes Hrithik’s precision and discipline with Triptii’s spontaneity and flair, culminating in a high-energy dance face-off that encapsulates the campaign’s core message: built for sweat, designed for life. The brand film can be viewed here.
Triptii Dimri, on her first association with HRX, added, “I’m delighted to be associated with HRX at a time when the brand is expanding its focus on both activewear and athleisure in India. HRX offers styles that not only perform well at the gym but also make a statement in everyday life. I’m excited to join Hrithik in this campaign that celebrates movement, individuality, and effortless style.”
With over 15,000+ styles spanning men’s and women’s apparel, footwear, and accessories, HRX caters to a modern, mobile, and fashion-forward consumer. The product line includes sweat-ready training tees, hybrid sneakers with carbon plate tech, yoga-friendly co-ords, and modular tech backpacks—all engineered for performance and aesthetic appeal.
“HRX has consistently been a frontrunner in the active and athleisure wear segment on Myntra. This new campaign perfectly articulates HRX’s strategic evolution to meet the dynamic needs of the modern Indian customer by seamlessly blending high-performance functionality with fashion. With the addition of Triptii Dimri alongside Hrithik, we are reinforcing Myntra’s commitment to offering a diverse and compelling portfolio of brands that truly resonates with our fashion-forward audience across the country. This move is key in solidifying HRX’s position as a lifestyle choice, not just a fitness one,” added Suman Saha, CXO, House of Brands, Myntra.
Creative Credits:
- Creative Team: Varun A & Rishi P
- Director: Devang Singh Thukral
- Account Management Team: Ekta Taak, Kajal Nanda, Mohit Keswani, Chekitan Rao, Sushant Pakhare
- Production: Ideaz Farm
