India’s fastest growing celebrity brand HRX, owned by Hrithik Roshan and Exceed Entertainment, announced its first Brand Ambassador -Tiger Shroff. HRX is a fitness and lifestyle brand based on the ideology of its superstar owner, Hrithik Roshan, which is to empower and inspire people to become the best version of themselves. HRX embodies the ethos and values of Hrithik Roshan and has disrupted the celebrity industry with its innovative model. Tiger Shroff’s signing has added another feather to HRX’s cap.
Hrithik Roshan commented: “The mission of our brand is to impact, transform and empower a billion people to be their own hero. Tiger embodies the values and principles of HRX. In him I see the potential to break norms and become an inspiration for others. For us to reach our goal, we need to bring on more people who believe in the HRX vision along with me.”
As a Brand ambassador the Hrithik was looking for someone who believes in the ideology of “PUSH YOUR EXTREME”. He was inspired by Tiger’s passion for fitness and dedication to his craft. That's when he believed that Tiger would be apt for the HRX vision.
The HRX management team believes that Tiger will reinforce the brand’s connection and broaden its appeal in the fitness and fashion category, and reach out to a further audience through this association.
Afsar Zaidi, Director, HRX said: “Signing Tiger Shroff is a fantastic step for HRX. Fitness and movement through dance are an integral part of his personality, which makes him a perfect ambassador for the brand.”
At this occasion, Tiger Shroff exclaimed: “I am very excited to represent Hrithik Sir’s brand. He has always been my role model and to be associated with HRX is like a dream come true! The HRX philosophy is truly inspiring. I am very eager to be part of HRX campaigns in the days to come.”
HRX launched in November 2013 with Apparel (active wear and casual wear) and its current product portfolio includes footwear, accessories and deodorants. HRX aims to capture the wide space in the Active Lifestyle category. With shift in trends towards fitness and a strong brand fit and resonance through its owner Hrithik Roshan, HRX is well poised to establish a mark in this space.