Hrithik Roshan brand HRX partners with MTB Himalaya Challenge 2014

Hrithik Roshan

In what is set to be a meeting of mind and might, HRX, a brand established by global superstar Hrithik Roshan and Exceed Entertainment, has announced an exciting, industry-first partnership with the annual mountain bike race MTB Himalaya Challenge 2014. Viewed as a perfect synergy between both brands’ vision, ideologies and philosophy, HRX’s platform of promoting health and fitness with its range of active, sportswear clothing, with the tagline ‘push your extreme’, will perfectly embody the spirit, determination and zeal ofIndia’s premier international mountain biking challenge when it gets underway on 26th September.

The partnership between HRX and the MTB Himalaya Challenge 2014 will bring together both brands’ vision for sporting excellence, promoting a healthy lifestyle, the sustainability of local communities and ecological preservation with a modern style and aesthetic.

The MTB Himalaya Challenge, which this year is celebrating its tenth year, is India’s oldest biking event. It boasts being the third toughest mountain bike race in the world, taking in some of North India’s most arduous and rugged terrains in a gruelling eight-day adventure comprising of cycling and hiking across 500km (380 miles) of scenic, unchartered territory, from Shimla across the Himalayas. Over the years, the event has attracted such prestigious sponsors as Hero, Discovery Channel, Oakley, Salomon Shoes and Red Bull media.

The MTB Himalaya Challenge 2014 sees riders from India as well as international participants from countries such as the USA and Canada, and this year will include 80 riders from eight different countries, comprising of international champions, professionals and amateurs. Earlier this year, in a deal that revolutionised the celebrity brand licensing space, Hrithik Roshan tied up with his management agency, Exceed Entertainment, to launch HRX, a brand focussing on active, fitness and lifestyle related products. HRX aims to build a platform that allows people across India to share, motivate, and inspire each other and propagate values around fitness and pushing one’s boundaries. The first initiative from the HRX stable was the launch of an active apparel line in India, inspired by fitness, sold exclusively on Myntra.com, a leading e-commerce platform in India for fashion and lifestyle products.

Signifying the exquisiteness, the brand logo is inspired by Hrithik Roshan’s initials ‘HR’ and his #1 brand attribute Hero. The ‘X’ stands for ‘Xtreme’ and has connotations of the ‘X Factor’ and moments of X, which the brand ideology is based on.HRX also represents an extreme state of mind that inspires one to push themselves to be the best version of themselves. The lightweight product range includes comfortable casuals as well as leisure sportswear teamed with sports footwear for men. The products are made of premium fabrics crafted with a contemporary slim fit and dominated by vibrant colours.

Commentating on the tie-up between HRX and the MTB Himalaya Challenge 2014, Hrithik Roshan said: ‘I am thrilled that HRX has partnered with an event that so well matches and embodies the vision, message and philosophy of my brand. I am a huge believer in fitness and extreme related activities, and strongly believe that there is a place for both to come together in a positive and effective way. I always envisioned HRX to be a platform that could inspire people to bring out their best and to never give up. I hope we can educate the masses about this incredible event and the vast opportunities in our country that allow us to push and test our limits'.