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.
It has signed ace Indian cricket all-rounder Hardik Pandya as its brand ambassador. 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, and apparel such as track pants, t-shirts, shorts, and other accessories.
Speaking on the Xlerate launch Reliance Retail, Fashion and Lifestyle President and CEO Akhilesh Prasad said, “Xlerate is sure to delight the value-conscious consumer with its superior and affordable product offering. 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.”