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Biography & Brand Genesis of HRX Sportswear
HRX is an Indian active lifestyle brand co-founded in 2013 by Hrithik Roshan and Exceed Entertainment. Designed to inspire fitness, resilience, and a #KeepGoing mindset, HRX stands for Hrithik Roshan Xtreme, symbolizing inner strength and relentless self-improvement.
The brand is rooted in Hrithik Roshan’s own transformational story. Diagnosed with scoliosis as a child, Hrithik overcame physical limitations through disciplined training—an authentic narrative that shapes HRX’s philosophy. His journey isn’t just celebrity branding; it’s the emotional engine of HRX.
Key figures behind the HRX build-out include:
- Hrithik Roshan – Co-founder, brand face, product tester, and the philosophical compass of the brand.
- Afsar Zaidi – CEO of Exceed Entertainment, strategic architect enabling HRX’s early-market traction.
- Kamal Punwani & Sid Shah – Co-founders who helped establish product strategy, partnerships, and operational frameworks.
HRX wasn’t conceived as a typical Bollywood-backed fashion brand—it was created as a lifestyle movement designed to democratize fitness for young India.
How HRX Started and Scaled Its Market Presence
1. The Launch Phase (2013)
HRX entered the market as an internet-first brand, launching exclusively on Myntra with a strong menswear and activewear lineup. The early strategy was to dominate India’s rising e-commerce wave and use online platforms for fast adoption.
2. Strategic Acceleration Through Myntra (2016)
A major turning point arrived when Myntra acquired a majority stake, giving HRX access to:
- Enriched customer insights
- Predictive demand analytics
- Broader distribution
- Rapid category expansion
This partnership transformed HRX from a celebrity brand into a scalable, data-backed powerhouse.
3. Product Diversification
Over the years, HRX expanded beyond apparel into:
- Footwear (running & training shoes)
- Accessories (bags, caps, wristbands)
- Fitness gear (dumbbells, mats, training equipment)
- Wearable technology via collaboration with Xiaomi
- Healthy meals through EatFit
HRX ensured fitness was not just worn—it was lived.
4. Offline Retail Expansion
Once the brand achieved strong online resonance, HRX moved into exclusive brand outlets and multi-brand stores, enabling touch-and-feel engagement and building trust among fitness-conscious consumers.
5. Market Positioning
HRX positioned itself as an affordable, high-quality challenger to international giants, with a narrative built on discipline, authenticity, and relatability.
How HRX Built Its Brand Using Outdoor Media, Transit, Retail, POSM, Electronic Media Advertising
HRX’s marketing strategy worked across multiple consumer touchpoints. Their success wasn’t accidental—it was architected through high-frequency, high-impact media planning.
Below is a channel-wise breakdown of how HRX amplifies brand presence across India:
1. Outdoor Advertising (OOH): High-Visibility Fitness Inspiration
HRX has consistently used large-format outdoor media to reinforce its brand message. Their OOH campaigns often feature:
- Bold creatives with Hrithik Roshan
- High-contrast visuals reflecting strength and agility
- Motivational taglines like “Push Your Extreme” or “Keep Going”
Strategically placed on:
- Metro station billboards
- Highway hoardings
- High-street gantries
This creates ubiquitous visibility, making HRX synonymous with aspiration and discipline.
2. Transit Advertising: Moving With the Consumer
HRX has used transit channels to reach urban millennials and working professionals. Transit assets used include:
- Metro panels and train wraps
- Bus shelters
- Airport display zones
- Cab branding
- Auto-back panels
Transit ads help HRX appear throughout a consumer’s daily journey—morning commute, evening gym visit, or weekend outings.
3. Retail & In-Store Branding: Converting Footfall Into Sales
HRX’s retail marketing follows a full-funnel formula: catch attention → create experience → convert.
They deploy:
- Window displays & lifestyle posters
- Product storytelling panels
- Trial-room branding
- Shelf talkers & category callouts
- Interactive displays (for tech/wearables)
This gives shoppers “fitness brand theatre,” enhancing product perception and increasing conversion rates.
4. POSM Marketing: Tactical Nudges at the Point of Purchase
HRX integrates POSM assets across modern trade outlets and EBOs:
- Standees
- Danglers
- Branded mats
- Signage systems
- Offer displays
Every POSM asset reinforces the brand ethos just before the consumer makes a purchase decision.
5. Cinema Advertising: High-Impact, High-Attention Branding
Cinema screens have been a major amplifier for HRX, delivering premium recall among urban audiences.
Their ads leverage:
- Crisp visuals
- Motivational monologues
- High-energy gym sequences
This immersive environment positions HRX as the go-to brand for fitness enthusiasts.
6. Radio Advertising: Audio Recall at Scale
HRX uses radio advertising to drive message frequency and promote launches.
Radio helps the brand:
- Build emotional connect through Hrithik’s voiceovers
- Push tactical offers
- Drive traffic to offline stores
- Maintain mass-level brand nurture across cities
How Acme Advertising Co. Can Help Your Brand Grow Like HRX Sportswear
Here’s where Acme Advertising Co. steps onto the field—not with dumbbells, but with data-driven muscle.
Brands aiming to replicate HRX’s growth curve can benefit from Acme’s integrated approach across OOH, transit, retail marketing, cinema, radio, and POSM.
1. Integrated Outdoor & Transit Advertising
Acme deploys high-visibility formats across:
- Metro stations
- Highways
- Traffic junctions
- Airport zones
- Premium retail clusters
Ensuring your brand gains consistent daily impressions, just like HRX.
2. Retail Branding & POSM Execution
From conceptualization to installation, Acme delivers:
- Storefront branding
- In-store visual merchandising
- POSM deployment
- Seasonal campaign rollouts
Driving conversion and visual recall where your audience shops.
3. Cinema & Radio Advertising
Acme taps into:
- Premium cinema chains
- Top FM stations
- Hyperlocal geotargeting
- Thematic storytelling
This creates a multi-sensory impact similar to HRX’s campaign architecture.
4. Data, Geo-Intelligence & Creative Strategy
With advanced geo-targeting and audience segmentation, Acme ensures your brand meets the right consumers at the right touchpoints.
5. Full-Funnel Brand Growth Strategy
Awareness → Consideration → Conversion → Loyalty
Acme builds campaigns that move customers through the entire funnel, just like HRX’s playbook.
Conclusion
HRX didn’t become an Indian fitness giant by accident—it scaled through strategic storytelling, powerful media execution, strong retail visibility, and multi-touchpoint advertising. With Acme Advertising Co., brands of all sizes can replicate this trajectory using smart outdoor media, transit visibility, retail branding excellence, POSM innovation, and immersive cinema and radio campaigns.
When you’re ready to drive growth with the same velocity—Acme Advertising Co. keeps your brand in motion.
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FAQs
1. What is HRX Sportswear and how did the brand start in India?
HRX Sportswear is an Indian active lifestyle brand founded in 2013 by Hrithik Roshan and Exceed Entertainment. The brand began as an online-first fitness label on Myntra and later expanded into retail stores across major Indian cities. It focuses on affordable, high-performance apparel designed for India’s growing fitness culture.
2. How does HRX use outdoor and transit advertising to grow brand visibility?
HRX uses metro advertising, highway billboards, mall facades, bus shelters, and airport displays to build mass awareness. These OOH media placements strengthen brand recall in high-traffic Indian zones such as Mumbai, Bengaluru, Delhi-NCR, and Hyderabad—ensuring maximum geo-based visibility for fitness-focused consumers.
3. What marketing channels made HRX successful across India?
HRX scaled using a diverse media mix: outdoor advertising, transit media, retail branding, POSM, cinema ads, radio promotions, digital campaigns, influencer partnerships, and e-commerce visibility. This multi-touchpoint strategy helped HRX reach audiences in metro cities, tier-1 markets, and fast-growing tier-2 fitness hubs.
4. How did retail branding and POSM help HRX increase conversions?
HRX uses in-store displays, window branding, standees, trial-room messaging, and POSM elements across malls and modern trade outlets. These assets deliver a strong retail experience and push purchase intent—especially in high-footfall zones like Phoenix Marketcity, Select Citywalk, and Elante Mall.
5. Can Acme Advertising Co. help new brands grow like HRX?
Yes. Acme Advertising Co. offers integrated advertising across outdoor, transit, retail, POSM, cinema, and radio platforms. With geo-targeted planning, creative storytelling, and data-driven execution, Acme helps brands achieve the same nation-wide reach and customer engagement that made HRX a top fitness label.
6. What is the advantage of metro advertising for fitness and sportswear brands?
Metro advertising provides high-frequency exposure to urban professionals, students, and fitness enthusiasts. Stations like Delhi Rajiv Chowk, Mumbai Ghatkopar, and Bengaluru MG Road offer premium visibility, ideal for brands promoting activewear, wellness products, or lifestyle services.
7. How can cinema and radio ads boost brand recall for sportswear brands?
Cinema screens deliver immersive, high-impact storytelling, while radio ads provide daily frequency across commute hours. Together, they elevate emotional connection and recall—making them powerful channels for fitness brands targeting high-engagement audiences in Indian metro cities.
8. Why should brands use a multi-city OOH and transit strategy like HRX?
A multi-city outdoor plan helps brands build consistent visibility across India’s high-growth markets. Cities like Mumbai, Delhi, Pune, Chandigarh, Jaipur, and Lucknow offer strong OOH density and fitness-driven audiences. This approach ensures stronger brand awareness, increased footfall, and higher purchase intent.
Visit acmeadvertiser.com | +91 8013-8013-59 | sales@acmeadvertiser.com I Reach out today and connect with Us Now on LinkedIn