TEN X U CHAMPIONS INDIA’S SPORTING SPIRIT WITH NEW FILM

Sportswear brand Ten X U has unveiled a new film celebrating India’s passion for sport, likened to a national religion practised daily across the country. Produced by Footloose Films and directed by Indrashish Mukherjee, the project features a rousing track dedicated to sports devotees, urging audiences to “Never Stop Playing.”

In India, sport is more than pastime—it is devotion, ritual, and celebration. Capturing this fervour, Ten X U has launched a new film that pays tribute to the nation’s boundless energy for games played in every corner, by people of all ages and backgrounds. The campaign positions sport as a unifying force, echoing the sentiment that it is practised every day, everywhere, by everyone.  

The film, created for Ten X U’s growing community of sports enthusiasts, is a rallying cry to “play and watch the game” and to “Never Stop Playing.” It is designed not merely as a brand message but as an anthem for India’s sports devotees, those who see athletic pursuit as integral to life itself.  

Produced by Footloose Films, the project brings together a talented creative team. Director Indrashish Mukherjee leads the vision, supported by producers Kedhhar Barrve and Pallavi Singh. Percussionist Rishabh provides the heartbeat of the track, while Shommi Chatterjee’s mixing ensures the rhythm resonates powerfully through speakers, amplifying the film’s emotional impact.  

The campaign reflects Ten X U’s ethos of blending performance with passion. By aligning itself with the cultural truth that sport in India is akin to religion, the brand strengthens its identity as more than a sportswear label—it becomes a storyteller of collective spirit. The film’s energy mirrors the dynamism of everyday play, whether on dusty fields, urban courts, or improvised neighbourhood pitches.  

For Ten X U, this is not just marketing but a cultural statement. It underscores the brand’s commitment to fuelling India’s sporting narrative, encouraging fans to embrace the joy of participation and the thrill of watching. The film’s track, with its pulsating percussion and celebratory tone, is crafted to ignite enthusiasm and pride, reminding audiences that sport is a shared language of resilience and unity.  

As the campaign rolls out, Ten X U invites audiences to turn up their speakers and immerse themselves in the rhythm of play. It is a call to action, a reminder that sport is not confined to stadiums or screens but lives in the everyday gestures of millions. By celebrating this devotion, Ten X U positions itself at the heart of India’s sporting culture, urging the nation to keep moving, keep playing, and never stop believing in the power of the game.