Lifestyle apparel brand HRX, owned by Hrithik Roshan and Exceed Entertainment, has roped in Tiger Shroff as its brand ambassador.

Bollywood actor Hrithik Roshan said, “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.”

The HRX management team said Tiger 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.

Afsar Zaidi, Director, HRX said: “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.”

HRX launched in November 2013 with Apparel (active wear and casual wear) and its current product portfolio includes footwear, accessories and deodorants.