New Delhi: HRX, the activewear label co-owned by Hrithik Roshan and Exceed Entertainment, has entered a strategic partnership with ergonomic D2C brand Frido to expand its presence in the functional footwear category. The collaboration debuts with the launch of the Frido x HRX Barefoot Sock Shoe, the companies announced in a media release recently.
The alliance builds on HRX and Frido’s shared focus on movement-led fitness and the rising barefoot philosophy — a trend gaining traction among consumers prioritising posture, balance and natural motion. The partnership combines HRX’s fitness-driven positioning with Frido’s engineering-led product design to strengthen their footing in the growing performance-lifestyle footwear market.
The new co-branded product is designed to mimic natural barefoot movement while delivering durability and comfort suitable for daily use and fitness routines.
“This collaboration is more than a product; it’s a call to move better, live mindfully, and reconnect with the body in its purest form,” said Hrithik Roshan, founder, HRX.
The Barefoot Sock Shoe will be sold on Myntra as well as the official platforms of HRX and Frido.
