Reliance Retail has launched an athleisure brand, Xlerate, on its new commerce platform, AJIO Business. The brand caters to the unique requirements of sports and fitness enthusiasts who seek style and comfort in their fitness journey.
The brand has signed ace Indian cricket all-rounder Hardik Pandya as its brand ambassador.
The platform’s statement on the launch read, “Xlerate reflects the spirit of the fitness-conscious young men and women of India who take active interest in sports. Across sports Indians are making it big on the global stage. The rising tally of medals won by India at the Olympics validates this. Xlerate is therefore focused on offering the youth world-class sportswear at affordable prices.”
Speaking on the Xlerate launch, Akhilesh Prasad, President and CEO – Fashion and Lifestyle, Reliance Retail, said, “Xlerate is sure to delight the value-conscious consumer with its superior and affordable product offering. Our brand ambassador, Hardik Pandya, embodies its spirit of moving ahead in life undeterred by obstacles. The campaign “Don’t Brake, Xlerate” reflects the passion and enthusiasm of the youth, who pursue their goals with a never-say-die attitude. The brand caters to their requirements across the categories of sports shoes, sandals and apparel.”
Commenting on his association with Xlerate, Hardik Pandya said, “I am pleased to associate with Xlerate. I think they have an extremely stylish and comfortable range of products. Their brand ideology, ‘Don’t brake, Xlerate’, resonates with my philosophy in life, to continue working hard with self-belief and intensity. I have always had a never-give up attitude and it’s exciting to see that today’s youth also believes in the same outlook, which Xlerate also truly exemplifies. So, my message to the youth is – no matter what, don’t stop. Don’t brake, Xlerate.”
