Reliance Retail has launched Xlerate, an athletic brand on AJIO Business. The subsidiary of Reliance India Limited (RIL) has appointed cricketer Hardik Pandya as its brand ambassador.
According to the company, the Xlerate will cater to the needs of sports and fitness enthusiasts who seek style and comfort in their fitness journey. Reliance Retail said, "This provides them with a wide variety of high quality, functionally superior sporting merchandise and footwear that offer industry leading style and convenience."
The company said that the Xlerate product will start at ₹699 and there is something for every price segment.
The sports utilities offered by Xlerate include sports shoes, athletic and lifestyle footwear and apparel such as track pants, T-shirts, shorts and other accessories. The company said the Xlerate products are available exclusively on AJIO Business.
Any retailer in India, including small-sized general sports stores and fashion retail outlets, can place an order for Xlerate products by registering with AJIO Business.
Speaking at the Accelerate launch, Akhilesh Prasad, President and CEO, Fashion and Lifestyle, Reliance Retail, said, “Accelerate is sure to delight the value-conscious consumer with its innovative and affordable product offerings. Our Brand Ambassador, Hardik Pandya This includes. Its spirit to lead a life free from constraints. The “Don’t Break, Accelerate” campaign reflects the passion and enthusiasm of the youth, who pursue their goals with a never give up attitude. The brand meets their needs. Caters to the categories of Sports Shoes, Sandals and Apparel."
Hardik Pandya said, “I am delighted to be associated with Accelerate. I feel that they have an extremely stylish and comfortable range of products. Their brand ideology, 'Don't Break, Accelerate', in line with my philosophy in life, The hard work resonates to keep going. With self-confidence and intensity. I have always had a never-give-up attitude and it is exciting to see that today's youth also believes in the same approach that Xlerate really does. So, my message to the youth is - no matter what, don't stop. Don't brake, accelerate."
Reliance Retail's new-commerce arm, Ajio Business, partners with retailers and merchants across the country to empower them with a comprehensive portfolio of over 5000 fashion and lifestyle brands, the company said.
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