Reliance Retail has launched the athleisure brand Xlerate on AJIO Business. Reliance India Limited’s (RIL) subsidiary has selected ace Indian cricketer Hardik Pandya as its brand ambassador for Xlerate, which would enable the brand to connect with millennials and Gen Z.
According to the company, Xlerate will cater to the needs of sports and fitness fans who want to exercise in style and comfort. “It offers them a wide variety of high-quality, functionally superior sporting merchandise and footwear that deliver industry-leading style and convenience,” Reliance Retail said.
According to the company, Xlerate’s products will start at Rs. 699 and will have something for every price segment. It will include clothing such as track pants, T-shirt, shorts, accessories and footwear.
The products will be available exclusively on AJIO Business. Through the platform, any retailer in India can order Xlerate products, including small-sized general sports stores and fashion boutiques.
Speaking on the Xlerate launch, Akhilesh Prasad, President and CEO for Fashion and Lifestyle, Reliance Retail, said, “Xlerate is sure to delight the value-conscious consumers 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.”
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.”
