Xlerate: Reliance’s New Athleisure Brand is Aiming for Sports Enthusiasts


Here’s how Reliance retail introduces Xlerate, an Athleisure Brand, on AJIO Business

Reliance Retail has introduced the Xlerate athleisure brand on its new commerce platform, AJIO Business. The brand caters to the specific needs of sports and fitness enthusiasts who want to exercise in style and comfort. It provides a wide range of high-quality, functionally superior sporting goods and footwear with industry-leading style and convenience. Xlerate has something for every price range, with options starting at $699. It has appointed Hardik Pandya, an ace Indian cricket all-rounder, as its brand ambassador. Pandya represents style, youth appeal, and a never-say-die attitude, all of which define the brand.

Xlerate embodies the spirit of India’s fitness-conscious young men and women who participate in sports. Indians are making a name for themselves on the international stage in a variety of sports. The increasing number of medals won by India at the Olympics demonstrates this. As a result, Xlerate is committed to providing youth with world-class sportswear at reasonable prices. Sports shoes, athletic and lifestyle footwear, apparel such as track pants, t-shirts, shorts, and other accessories are among the sports utilities provided by Xlerate. Xlerate products are only available through AJIO Business, one of India’s leading B2B e-commerce platforms. By registering on AJIO Business, any retailer in India, including small-sized general sports stores and fashion retail outlets, can place an order for Xlerate products. Reliance core commitment to supporting the growth and well-being of small and medium retailers, as well as digitally empowering them, is strengthened by AJIO Business.

Mr Akhilesh Prasad, President and CEO – Fashion and Lifestyle, Reliance Retail, said of the Xlerate launch, Xlerate is sure to delight the value-conscious consumer with its superior and affordable product offering. Hardik Pandya, our brand ambassador, embodies the spirit of overcoming obstacles in life. The campaign “Don’t Brake, Xlerate” reflects the youth’s passion and enthusiasm for their goals, which they pursue with a never-say-die attitude. The brand meets their needs in the categories of sports shoes, sandals, and apparel. Mr Hardik Pandya said of his association with Xlerate, ” I am pleased to associate with Xlerate.” I believe they have a very stylish and comfortable product line. Their brand ideology, ‘Don’t brake, Xlerate,’ resonates with my life philosophy, which is to keep working hard with confidence and intensity. I’ve always had a never-say-die attitude, and it’s encouraging to see that today’s youth shares the same outlook, which Xlerate truly exemplifies. So, my message to the youth is to never, ever give up. Xlerate, don’t brake.”

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