In what is set to be a meeting of mind and might, HRX,?a brand established by actor Hrithik Roshan?along with his management agency?Exceed Entertainment,?has announced a partnership with the mountain bike race?MTB Himalaya Challenge 2014, which gets underway on?26th?September.
The partnership between HRX and the MTB Himalaya Challenge 2014 will bring together both brands? vision for sporting excellence, promoting a healthy lifestyle, sustainability of local communities and ecological preservation with a modern aesthetic.
The MTB Himalaya Challenge, which this year is celebrating its tenth year, is India?s oldest biking event. It is 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 unchartered territory, from Shimla across the Himalayas.
Over the years, the event has attracted sponsors like Hero, Discovery Channel, Oakley, Salomon Shoes and Red Bull media.
The MTB Himalaya Challenge 2014 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.
Earlier this year, Hrithik Roshan had tied up with his management agency, Exceed Entertainment, to launch HRX, a brand focussing on active, fitness and lifestyle related products.? The first initiative from the HRX stable was the launch of an active apparel line in India, inspired by fitness, sold exclusively on?Myntra.com.
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. The lightweight product range includes casuals as well as leisure sportswear for men.
Commentating on the tie-up between HRX and the MTB Himalaya Challenge 2014, 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 always envisioned HRX to be a platform that could inspire people to bring out their best and to never give up’.