HRX, the activewear label co-owned by actor Hrithik Roshan and Exceed Entertainment, has entered into a strategic partnership with ergonomic D2C brand Frido to expand its presence in the functional footwear segment.
The collaboration has debuted with the launch of the Frido x HRX Barefoot Sock Shoe, the companies announced in a recent media release.
The alliance builds on the two brands’ shared emphasis on movement-led fitness and the growing popularity of the barefoot philosophy — a trend increasingly embraced by consumers seeking improved posture, balance and natural motion.
According to the companies, the partnership brings together HRX’s fitness-oriented ethos and Frido’s engineering-led product development, strengthening their position in the expanding performance–lifestyle footwear market.
The newly launched co-branded footwear is designed to replicate natural barefoot movement while offering durability and comfort suitable for everyday wear and fitness routines.
Hrithik Roshan, founder of HRX, said the collaboration represented more than a product, describing it as an invitation to move better, live mindfully and reconnect with the body in its most natural state.
The Barefoot Sock Shoe will be available on Myntra as well as the official online platforms of HRX and Frido.
