Mumbai: HRX, a brand established by global superstar Hrithik Roshan along with his management agency Exceed Entertainment, has announced an exciting, industry-first partnership with the annual mountain bike race MTB Himalaya Challenge 2014.
The race is viewed as a platform of promoting health and fitness with a range of active, sportswear clothing, with the tagline ‘push your extreme’, will perfectly embody the spirit, determination and zeal of India’s premier international mountain biking challenge when it gets underway on 26th september. Along with promoting healthy lifestyle, the sustainability of local communities and ecological preservation with a modern style and aesthetic are two of its other aims of the collaboration.
The event 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.
The cycling challenge 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.
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.
Commentating on the tie-up, 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.”
