Reliance Retail Launches Athleisure Brand Xlerate on AJIO Business

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. It offers them a wide variety of high-quality, functionally superior sporting merchandise and footwear that deliver industry-leading style and convenience.

Xlerate has something on offer for every price segment, with offerings starting at ₹699. It has signed ace Indian cricket all-rounder Hardik Pandya as its brand ambassador. Pandya signifies style, youth appeal and a never-give-up attitude – qualities that define the brand.

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.

The sports utilities offered by Xlerate includes sport shoes, athletic and lifestyle footwear, apparels such as track pants, t-shirts, shorts, and other accessories. Xlerate products are exclusively available on AJIO Business, India’s leading B2B e-commerce platforms. Any retailer in India, including smallsized general sports stores and fashion retail outlets, can place an order for Xlerate products by registering on AJIO Business. AJIO Business furthers Reliance’s core commitment of supporting the growth and well-being of small and medium retailers and digitally empowering them.

Speaking on the Xlerate launch, Mr 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, Mr 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.”

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