Believe You Me were honoured to be invited to collaborate on this high-profile project, working with a global sporting icon and his team to create a new sports and lifestyle brand.
Indian is well known as a cricket-loving nation and Sachin Tendulkar is a national (and globally renowned) icon of the game. Sachin began his cricketing career at 16, representing Mumbai domestically and India internationally for the next 24 years. As an ongoing ambassador of the sport and of the benefits of physical activity in general, Sachin’s desire was to help transform a sports-loving nation into a sports playing nation.
Using Sachin’s profile as a global sports icon as a springboard, Ten x U was established to encourage and provide cutting-edge equipment, including trainers, sports shoes and sports apparel for sports enthusiasts and novices alike.
BYM was asked to create the identity and key equities for this new brand – expressing what was unique and at the core of Sachin Tendulkar. The brand name, Ten x U is a shortening of the phrase, Tendulkar and you, demonstrating the idea that the sporting icon is with you on your sporting and fitness journey. Ten is also Sachin’s One Day International Number as well as the first three letters in his name. The key focus of the brand mark is Sachin’s infectious smile – reflecting his jester-like personality and the ‘joy of play’.
Unlike many brands which focus on performance and the idea of simply ‘winning’, what sets Ten x U apart, is the focus on the simple joy everyone can achieve by playing sport.