Bollywood’ fitness freak Tiger Shroff is the new face of Hrithik’s lifestyle brand HRX

India’s fastest growing celebrity brand HRX, owned by Bollywood hearthrob Hrithik Roshan and Exceed Entertainment, has recently announced newbie Tiger Shroff as its first brand ambassador.

HRX is a fitness and lifestyle brand based on the ideology of its superstar owner Roshan, who aims to empower and inspire people to become the best version of themselves. The brand embodies ethos and values of Roshan and has disrupted the celebrity industry with its innovative model.

“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,” said Roshan.

He also noted that Shroff well define the brand’s tagline - ‘Push Your Extreme’. Inspired by Shroff’s passion for fitness and dedication to his craft, Roshan thought of roping in the young actor.

Delighted about the new achievement, Shroff said, “I am very excited to represent Hrithik’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.”

In fact, the HRX management team believes that Shroff 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.

“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,” said Afsar Zaidi, Director, HRX.

Launched in November 2013, the current product portfolio of HRX includes footwear, accessories and deodorants. The brand 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, HRX is well poised to establish a mark in this space.