Electronic Communication by Players Clarified in High School Softball
No player shall be allowed to transmit or record audio or video from the playing surface in high school softball. This new language in Rule 1-8-6 of the NFHS Softball Rules Book further clarifies the use of electronic devices and what is permitted in the sport after language was added last year to allow for […]
No player shall be allowed to transmit or record audio or video from the playing surface in high school softball. This new language in Rule 1-8-6 of the NFHS Softball Rules Book further clarifies the use of electronic devices and what is permitted in the sport after language was added last year to allow for electronic communication for coaching purposes.
This change was the highlight of the NFHS Softball Rules Committee’s rules recommendations as a result of the committee’s annual rules meeting held June 15-17 at The Alexander hotel in Indianapolis. The NFHS Board of Directors subsequently approved the rules changes to take effect next year.
“While increased media exposure has positively influenced the growth and visibility of softball, the committee determined that the potential risks associated with players transmitting or recording audio or video through devices during live play outweighed the benefits,” said Sandy Searcy, NFHS director of sports and liaison to the Softball Rules Committee. “As wearable technology continues to evolve, the committee believed it was essential to establish clear guidelines regarding the permissible use of such devices to ensure the safety and integrity of the game.”
The proper uniform for an umpire was adjusted in Rule 10-4-2, noting that ‘charcoal gray’ slacks were allowed, instead of ‘heather gray.’
“Manufacturers have ceased production of heather gray umpire pants, and this update will help guide umpires toward selecting pant options that are actively being produced and readily available,” Searcy said.
Finally, the 2026 Softball Rules Book will include a reformatted Rule 8 for improved clarity and comprehension. Longer sections were separated, and additional article references were added to penalties and effects.
A complete listing of the softball rules changes will be available on the NFHS website at www.nfhs.org. Click on “Sports” at the top of the home page and select “Softball.”
According to the most recent NFHS High School Athletics Participation Survey, 345,451 girls in 15,635 high schools played fast-pitch softball in 2023-24 making it the fifth-most popular girls sport, while an additional 6,107 girls participated in slow-pitch softball.
Google didn’t show its AI health coach in action – here are 5 features I hope we’ll see when it drops
The reveal of the Google Pixel Watch 4 was the main bone thrown to Google’s health and fitness ecosystem at this year’s Made by Google 2025 live event and the Pixel 10 launch. The watch was undeniably impressive – starting at $399 / £349 / AU$579, it includes all-new features like on-wrist Google Gemini AI, […]
The reveal of the Google Pixel Watch 4 was the main bone thrown to Google’s health and fitness ecosystem at this year’s Made by Google 2025 live event and the Pixel 10 launch. The watch was undeniably impressive – starting at $399 / £349 / AU$579, it includes all-new features like on-wrist Google Gemini AI, all-new workouts, replaceable parts, and a satellite SOS service. We can’t wait to review the watch in full, but you can read our early Google Pixel Watch 4 review for our first impressions.
However, another fitness feature was briefly mentioned alongside the new hardware: a personal AI health coach. During a segment with celebrity Peloton trainer Cody Rigsby, it was announced via a stock-footage sizzle reel that the health coach, powered by Google Gemini, was “always available, always adapting, backed by science, and uniquely tailored to you”. It’ll begin previews in the US in October, presumably rolling out to other regions shortly after, as part of a redesigned Fitbit app.
Awful Announcing’s 2025 streaming service rankings for sports fans
Streaming platforms have never been more critical in the life of a sports fan. The past several years have seen more sports go to streamers than ever before. Big tech companies have become entrenched in sports rights deals, picking up packages alongside traditional linear networks. Sports are just as likely to link up with Amazon […]
Streaming platforms have never been more critical in the life of a sports fan.
The past several years have seen more sports go to streamers than ever before. Big tech companies have become entrenched in sports rights deals, picking up packages alongside traditional linear networks. Sports are just as likely to link up with Amazon or Netflix as they are with ESPN or Fox.
Not to be outdone or left behind, all the major linear networks now have their own streaming services, or will be launching them shortly. August 21, 2025, is a seminal day in the history of ESPN as the Worldwide Leader in Sports finally launches their streaming platform for cord-cutters. And even Fox, long the a holdout alongside ESPN in the digital race, will be launching their Fox One streaming service the same day.
Much of the exponential rise in streaming has been built on the supply and demand of sports fans. Each streaming platform has counted on live sports to draw subscriptions and raise revenue by airing exclusive sporting events. Sports is by far the most effective carrot a media company can hang to get sign-ups and, even more importantly, keep them on board.
But that reliance has also led sports fans to a number of subscriptions and paywalls that feel like taking on the most difficult American Ninja Warrior course. It’s almost impossible to keep track of what sport is going on where, what the best value propositions are, and the true cost of being a sports fan.
So if you’re looking for a way to navigate through the maze of streaming platforms as a sports fan, this list is for you. It is a list of every major streaming platform ranked by the best value provided to fans. Like any internet list, it’s subjective. So you won’t see any FAST channels or free services here. And the sports you desire may be higher or lower than our list. For instance, if you’re a UFC megafan, Paramount+ will soon be your go-to streaming service. But we’ve tried to rank these by the best overall popularity of the sports provided, matched up with their monthly subscription costs.
9) DAZN
Cost: $29.99 per month, or $19.99 per month for an annual contract. Live Sports: Soccer, boxing, combat sports
DAZN is a much bigger platform internationally than in America, where it hardly registers in the greater sports ecosystem. Perhaps its biggest deal was found in televising the recent Club World Cup, but that entire tournament was hardly a must-see, even from hardcore soccer fans. Their flagship sports are found in boxing and MMA, but the vast majority of those events are far from headliners. The rest of the DAZN schedule reads like what ESPN would show during their Ocho marathons at a cost that anyone outside of the most diehard combat sports fans would find insane to consider.
8) Apple
Cost: $9.99 for Apple TV+ per month, $99 for MLS Season Pass, $79 with Apple TV+ subscription Live Sports: MLS, MLB Friday Night Baseball, potentially F1
While other tech giants have dived head-first into the deep waters of competing with major media companies for live sports rights, Apple has taken a far different approach. Apple’s portfolio revolves around the landmark MLS Season Pass deal. We finally gained some insight into just how well MLS Season Pass is doing on Apple this year after a total lack of transparency. MLS is getting a good amount of money from Apple and benefiting from global exposure (especially with Lionel Messi), but it’s sacrificing accessibility on the home front. Overall, Season Pass is a very good and dedicated product for MLS fans.
Beyond the MLS deal, Apple is a non-factor in live sports. Its Friday Night Baseball package may go by the wayside soon. And while they are thought to be the future home for American F1 rights after the success of their movie starring Brad Pitt in theaters, it runs completely counter to their MLS strategy. Instead of owning global rights for an American league, Apple would take a worldwide series and air it only for an American audience. Even with F1’s growing fanbase stateside, it’s hard to see fans rejoicing that the series would go behind a streaming paywall after airing successfully for years on ESPN, especially with no other live sports to offer.
7) Netflix
Cost: $7.99 per month with ads, $17.99 per month standard Live Sports: Christmas Day NFL, WWE Monday Night Raw, boxing, potentially Home Run Derby
Let’s be honest, if you’re subscribing to Netflix, you better not be doing it just for live sports. The truth is the portfolio here is only slightly above Apple in terms of content offered, but at least it’s of a premium quality. Netflix entered into a relationship with the NFL to air its Christmas Day games, which was a monumental milestone for both sides. Additionally, the global deal to televise WWE Raw was a watershed moment for the streamer, entering into live weekly sports entertainment for the first time.
Otherwise, Netflix is committed to their event-focused model by being very selective with their rights and making a move for one-time events that have wide appeal, like Jake Paul vs. Mike Tyson or their reported interest in the Home Run Derby. That reputation will only be enhanced in the upcoming years with rights to the 2027 and 2031 Women’s World Cups.
6) Fox One
Cost: $19.99 per month, $199.99 annually Live Sports: MLB, NASCAR, college sports
At first glance, Fox’s entry into the market with a streaming platform featuring all of their channels seems like a big development for sports fans. But in actuality, almost all of the major Fox Sports events air on network television, which could already be accessed for free with an antenna.
For years, Fox has favored the reach of its broadcast network over placing its most valuable inventory on cable. In an era of increasing cost, that is certainly a welcome development for fans who have seen prices rising all over the place. But the flip side of that equation is it leaves little appetite for what is to come through Fox One on the sports side.
What you would really be paying for here is FS1, FS2, and the Big Ten Network. And once you look only at the cable options, suddenly your viewing options become a lot thinner, unless you are a dedicated viewer of Colin Cowherd or Nick Wright.
The FS1 live sports schedule is not the strongest, especially once you go beyond MLB playoff games and some NASCAR races. You would miss the odd college football or basketball game and soccer tournament here and there, but those all seem like things you could live without, especially given the high cost. FS2 has been a complete non-factor unless you like horse racing and Australian Rules Football.
5) Paramount+
Cost: $7.99 per month with ads, $12.99 per month ad-free Live Sports: International soccer, future UFC
Come back in a year, and it’s likely that Paramount+ will move up this list once it gains UFC rights in 2026 after their $7.7 billion megadeal. Featuring every UFC card without being upcharged for PPV events (we think) would be a massive win for fight fans. But for now, Paramount+ is almost exclusively a soccer platform.
That said, the CBS streamer does have some heavy hitters with all the major UEFA club competitions, including the Champions League, Italy’s Serie A, and England’s Championship and League Cup. But this is where the draw for Paramount+ ends because NFL and college football games on the platform could be accessed for free with an antenna in your local market. And if you were a soccer fan, you could just sign up for games in-season and then sign off for the summer time without losing anything.
4) HBO Max
Cost: $9.99 per month/$99.99 per year with ads, $16.99 per month/$169.99 standard Live Sports: March Madness, MLB, NASCAR driver cams, NHL, U.S. Soccer, French Open
The newly rechristened HBO Max suffers from the loss of TNT’s most valuable sports property in the NBA on TNT. But beyond that, there is still a solid list of live sports on offer under the Warner Bros. Discovery umbrella… for now. It includes NHL and MLB rights, U.S. Soccer matches, and, of course, the NCAA Tournament. TNT has also been active in adding more content since losing the NBA, whether it be Unrivaled, the French Open (sorry, Roland-Garros), and various college sports rights.
Like Netflix, the true value in HBO Max probably lies in its entertainment properties versus what it offers in live sports. But the tonnage, depth, and variety at least make it a legitimate option for sports fans. And as far as something unique goes, the best sports offering on HBO Max may just be the NASCAR driver cams available for every car, complete with spotter radio, that has transformed how you can watch races each week.
And here’s Chase Elliott’s onboard as he gets hooked head on in the fence.
This crash ended up ending Elliott’s chances of winning the regular season championship. https://t.co/Qq1PMslDSs pic.twitter.com/9KenD1XWnU
All of these properties will soon move off the HBO Max platform when Discovery Global, the spinoff which will include TNT Sports, launches its own streamer. But for now, HBO Max has a wide range of sports properties that aren’t available on broadcast, which puts them at a solid fourth place on the list.
3) Amazon Prime Video
Cost: $8.99 per month, $14.99 per month/$139 annual for overall Amazon Prime subscription Live Sports: NFL Thursday Night Football, NBA, WNBA, NASCAR
When it comes to tech companies, Amazon has quickly leapt up to the top of the ladder in the live sports scene and now occupies the same space as the likes of ESPN, NBC, and other traditional network powers. That began with the historic deal to stream a full season of NFL games through Thursday Night Football, and the company’s sports library has only continued to grow ever since then.
Of course, Amazon wants you to get the overall Prime subscription so you can shop through their site as well. But as a standalone service, the $8.99 monthly rate is still a great value compared to the other options on the list. When you also add in the massive amount of NBA and WNBA content that will be on the Prime Video platform this fall, with the launch of the league’s new media deals, it looks even better.
2025-26 NBA Season Watch Guide 📺✍️
Through the NBA’s partnership renewal with Disney and new agreements with NBCUniversal and Amazon, the 2025-26 schedule of national games will generally feature Mondays on Peacock, Tuesdays on NBC/Peacock, Wednesdays on ESPN/ESPN App,… pic.twitter.com/4KVpP76Vtq
Amazon will have loads of regular season NBA action, NBA Cup action, and serious postseason rights, including six Conference Finals over 11 years. Its WNBA rights have expanded to include select years broadcasting the Finals series. Additionally, a new NASCAR midseason package has only gone to bolster Amazon’s live sports collection further.
2) Peacock
Cost: $10.99 per month/$109.99 per year, $16.99 per month/$169.99 per year Premium Live Sports: NFL, college sports, Olympics, NBA, EPL, WWE
From the outset, NBC was the most aggressive network by far when it came to using live sports to boost Peacock subscriptions. It’s almost hard to imagine now, but there were nearly riots in the streets when the NFL announced that the streamer would have its own exclusive playoff game that fans would have to fork over extra dollars for back in January 2024.
Since that time, NBC has been even more forceful in putting live sports exclusively on Peacock. And while it has undoubtedly been off-putting for some, there’s no question that the strategy has made it one of the most valuable streaming platforms for sports fans. While other companies have been caught in a tug of war between linear and streaming, or just dipping their toes into the live sports world, Peacock has been living and breathing live sports.
An exclusive NFL game, a substantial new NBA package, every Premier League game, the WWE library, college sports, and maybe the best recent sports broadcasting innovation in the Olympic Gold Zone all live on Peacock. That’s a fantastic lineup. Not to mention, Peacock is a likely landing spot for the soon-to-be spunoff Versant properties, which includes a ton of live golf rights.
The concerning thing for Peacock is that the sports-centric strategy may not be working in the long run. If Peacock were still priced at $7.99, it would be at the top of this list. But the 40% price hike for consumers to help pay for all of these deals has to be taken into account. The streamer could also drop in importance should NBC opt to launch a linear channel that simulcasts Peacock-exclusive games.
1) ESPN
Cost: $29.99 per month/$299.99 per year Live Sports: Everything?
This is where your definition of value is probably going to vary, as it’s an incredibly tough call between the top two places. The new ESPN DTC service is as close to a must-have for sports fans as you can ever imagine. If there is one thing ESPN has done incredibly well since the turn of the century, it is building out a roster of live sports that makes its presence in the lives of sports fans an absolute necessity.
ESPN televises everything from Monday Night Football to the NBA and NHL playoffs to the College Football Playoff, Women’s NCAA Tournament, tennis and golf majors, and much much more.
Check out 5 things fans should know about ESPN’s new direct-to-consumer offering
But the question here is value. At $29.99 per month, the ESPN DTC service is by far the most expensive offering on this list. ESPN knows it has a premium product and is asking you to pay a premium price. The good news for most sports fans is that you can access them through a cable subscription. But this list is for cord-cutters. Many of these streaming services aren’t all that relevant if you’re already paying for cable.
If you’ve survived for this long without ESPN, are you going to be willing to take the plunge now? The network is working hard to add exclusive content, like their surprising new deal with WWE for their premium live events. And it looks like more is coming in the future.
But at that price point, are you better off just going with a cable or satellite subscription that has ESPN DTC included? Or are you better off getting the ESPN DTC product and then piecing together other sports streaming subscriptions elsewhere? The answer to that question likely depends on what you value as a sports fan. If you’re able to mix-and-match for a price cheaper than cable, this could be a good option for you. If not, ESPN is more than happy to take your money from a cable subscription as well.
A world without ESPN, however, seems untenable as a sports fan. And that’s why they rank first on this list.
As India bans real-money games, Dream Sports, MPL start pulling the plug
Top Indian startups in the real-money gaming space have begun shutting down operations after New Delhi effectively banned the sector through new legislation that’s now on the verge of becoming law. On Thursday, the upper house of the Indian Parliament passed the Promotion and Regulation of Online Gaming Bill, 2025 — proposing to completely ban […]
Top Indian startups in the real-money gaming space have begun shutting down operations after New Delhi effectively banned the sector through new legislation that’s now on the verge of becoming law.
On Thursday, the upper house of the Indian Parliament passed the Promotion and Regulation of Online Gaming Bill, 2025 — proposing to completely ban real-money gaming while aiming to promote casual online games and esports. The vote came just a day after the bill cleared the lower house, leaving only presidential assent before it becomes law — a formality expected to happen soon.
Shortly after the bill passed in Parliament, Indian unicorns Dream Sports and Mobile Premier League (MPL) — along with other startups like Gameskraft, Probo, and Zupee — began shutting down their real-money gaming operations. Some of these companies informed employees of their decision following the bill’s passage in the lower house on Wednesday, while others began notifying users directly through their apps.
Dream Sports, which counts investors including Tiger Global, Multiples, Alpha Wave Global, and TCV, has shut down its recently launched quick-play fantasy gaming app, Dream Picks. Its other apps involving real-money transactions, including the widely-popular Dream11 and Dream Play, were still operational at the time of filing. However, TechCrunch has learned that the Mumbai-based startup plans to shut down its real-money gaming business entirely once the legislation comes into effect.
At its town hall meeting on Wednesday, the startup informed its employees about the implications of the law, a person familiar with the matter told TechCrunch, requesting anonymity as the meeting was internal. Indian site Entrackr reported some details about the meeting earlier.
Dream Sports was planning to expand outside India, two people privy to the information informed TechCrunch, on condition of sharing it anonymously, as the plan was not public.
The startup also had some partnership talks for its Indian real-money business earlier this week that were about to be finalized, an investor source told TechCrunch.
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A Dream Sports spokesperson declined to comment.
Similar to Dream Sports, MPL, backed by investors including Peak XV, Times Internet, MSA Novo, and Crown Capital, has suspended all real-money games and is no longer taking deposits.
“Deposit cash (minus GST) will be available for withdrawal from 22 Aug. 2025,” a notification on the MPL app reads.
MPL app showing a notice saying “Deposits are no longer available”Image Credits:MPL (Screenshot)
Zupee, backed by investors including WestCap Group, Tomales Bay Capital, Nepean Capital, AJ Capital, and Z47 (formerly Matrix Partners India), has also shut down real-money games with immediate effect.
“In line with the new Online Gaming Bill 2025, we are discontinuing paid games, but our hugely popular free titles like Ludo Supreme, Ludo Turbo, Snakes & Ladders, and Trump Card Mania will continue to be available for all users for free,” a Zupee spokesperson said in a statement.
Probo, another Peak XV-backed startup, which also counts Elevation Capital and The Fundamentum Partnership among its key investors, stopped its real-money gaming operations after Parliament greenlit the legislation.
“As unfortunate as it is, we respect the government of India’s latest Online Gaming bill. In light of this development, Probo has decided to discontinue its real-money gaming (RMG) operations with immediate effect until further notice,” the Gurugram-based startup said.
Bootstrapped startup Gameskraft has also stopped accepting money on its rummy apps as a result of the legislation. Similarly, Times Internet-owned fantasy cricket game Cricbuzz11 has discontinued its operations.
“Deposits (net of GST) will be refunded to bank account within 30 days,” the app says on a notice to users.
In addition to the shutdown of real-money gaming operations, many employees at these startups have begun searching for new jobs, with hundreds posting about their job hunt on social media.
“We no longer have a secure job, as these companies are expected to cut some roles in the coming days to sustain their business and satisfy investors,” one employee, who requested anonymity for fear of jeopardizing future opportunities, told TechCrunch.
Even though these startups could challenge the law in the Indian Supreme Court once it comes into effect, most have chosen not to pursue that route.
“This assessment is accurate — they will have a tough fight in the Supreme Court,” a public policy expert working with some of these real-money gaming startups told TechCrunch, requesting anonymity for fear of losing clients.
Real-money gaming startups in India have a combined enterprise valuation of ₹2 trillion (approximately $23 billion), generate cumulative revenues of ₹310 billion (around $3.6 billion), and contribute ₹200 billion (roughly $2.29 billion) annually in direct and indirect taxes, per estimates cited by industry bodies in their letters to the Indian Prime Minister and Home Minister earlier this week. They also project a 28% compound annual growth rate that would double the industry’s size by 2028.
This Bill, passed by both Houses of Parliament, highlights our commitment towards making India a hub for gaming, innovation and creativity. It will encourage e-sports and online social games. At the same time, it will save our society from the harmful effects of online money… https://t.co/t1iUuH9JP1
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Master Knowledge: Joel Jamieson on Data & AI in Fitness
Joel Jamieson, a conditioning expert, online educator and founder of Morpheus and 8Weeksout, joins ATN’s new podcast series In this episode of the “Master Knowledge Series” podcast, host Eric Malzone is joined by Joel Jamieson, a renowned fitness coach and founder of fit tech platform Morpheus, to discuss the increased role of data in fitness […]
Joel Jamieson, a conditioning expert, online educator and founder of Morpheus and 8Weeksout, joins ATN’s new podcast series
In this episode of the “Master Knowledge Series” podcast, host Eric Malzone is joined by Joel Jamieson, a renowned fitness coach and founder of fit tech platform Morpheus, to discuss the increased role of data in fitness alongside wearables and artificial intelligence.
Malzone and Jamieson explain why it’s a big moment for data-driven coaching in fitness right now — but not a golden moment — at least not yet. They also break down the importance of having a niche when it comes to entrepreneurs in the space, how wearables add accountability, the most important metrics in fitness and more.
Watch this episode of the “Master Knowledge Series” for takeaways on:
Morpheus’ goals and origins
Where the value is with wearables
Whether or not AI poses a threat to fitness coaches
HRX Activewear Innovations: Leading the Fitness Apparel Revolution
Imagine slipping into workout gear that feels like a second skin – breathable during intense sprints, supportive during yoga flows, and stylish enough for coffee runs. This seamless fusion of performance and style defines HRX Activewear Innovations, a brand reshaping how millions experience fitness globally. Founded by Bollywood icon Hrithik Roshan in partnership with Myntra […]
Imagine slipping into workout gear that feels like a second skin – breathable during intense sprints, supportive during yoga flows, and stylish enough for coffee runs. This seamless fusion of performance and style defines HRX Activewear Innovations, a brand reshaping how millions experience fitness globally. Founded by Bollywood icon Hrithik Roshan in partnership with Myntra in 2013, HRX didn’t just enter the activewear market; it ignited a revolution. Born from Roshan’s personal fitness journey and frustration with subpar workout clothing, HRX quickly evolved from an Indian startup to a benchmark for innovative, accessible athletic apparel. Its core promise? To empower every athlete, from gym beginners to marathon pros, with gear engineered to move with them, not against them. With a relentless focus on technological advancement and consumer insights, HRX Activewear Innovations has cemented its position as a disruptive force, proving premium performance doesn’t demand premium prices.
HRX Activewear Innovations
Brand Overview and Positioning: HRX Activewear Innovations as the Market Catalyst
HRX Activewear Innovations isn’t just another sportswear brand; it’s a data-driven powerhouse strategically positioned at the intersection of performance, affordability, and mass appeal. Operating primarily through Myntra (India’s leading e-commerce fashion platform) and expanding its offline footprint, HRX commands a dominant share in India’s burgeoning activewear segment, directly challenging global giants. Its market position is built on a trifecta: innovation (pioneering fabric tech like COOLMAX® and HEXA moisture-wicking), uncompromising quality at accessible price points, and deep consumer trust cultivated through celebrity authenticity and consistent delivery. Roshan isn’t just a face; he’s actively involved in product testing and design, lending genuine expertise that resonates. Independent consumer surveys, like a 2023 report by TRA Research, consistently rank HRX among India’s “Most Trusted Apparel Brands,” highlighting its exceptional brand reputation. This trust translates directly to sales, with HRX frequently topping Myntra’s best-seller lists across categories like men’s training tees and women’s sports bras. The brand’s global recognition is growing too, fueled by strategic international availability via Myntra’s global platform and partnerships. HRX’s success reflects the explosive growth of the Indian athleisure market, projected to reach $14.8 billion by 2028 (Statista, 2024). By democratizing high-performance features once reserved for elite brands, HRX has fundamentally altered consumer expectations and set new industry standards.
A Deep Dive into HRX Activewear Innovations’ Origins and Growth
The story of HRX Activewear Innovations is intrinsically linked to Hrithik Roshan’s own transformation. After overcoming a significant back injury, his rigorous fitness regimen exposed the limitations of existing activewear – poor sweat management, restrictive fits, and lackluster durability. Partnering with Myntra in 2013, he launched HRX with a clear mission: create gear that empowers movement without compromise. Early milestones were pivotal. The 2014 launch of their first performance running shoes, developed with extensive biomechanical research, signaled serious intent beyond basic apparel. A major turning point came in 2016 with the introduction of proprietary fabric technologies, moving beyond generic polyester blends. The evolution accelerated with category expansion: introducing dedicated women’s training lines (2017), venturing into athleisure (2018), and launching sustainable collections (2020). Key to their growth trajectory was leveraging Myntra’s vast consumer data, allowing HRX to pinpoint gaps and preferences with uncanny accuracy. For instance, insights into the demand for versatile, all-day comfort led to the breakout success of their “All Day Move” leggings in 2019. Flagship products like the HRX COOLMAX® Run T-shirts, known for rapid drying and UV protection, became instant icons, defining the brand’s identity. Strategic expansions included opening exclusive brand stores and shop-in-shops across major Indian cities, creating tangible brand experiences. By its 10th anniversary in 2023, HRX had cemented its status as India’s largest homegrown activewear brand, a testament to a foundational history built on solving real user problems and relentless iteration. The brand’s journey mirrors the rise of fitness consciousness in India, making premium activewear accessible to a massive, previously underserved population.
Key Products and Services Shaping the Industry
HRX’s product offerings are a masterclass in blending cutting-edge tech with consumer-centric design, directly influencing industry trends and consumer behavior.
Performance Engineered Apparel: Core to HRX’s identity are innovations like:
HEXA Weave Technology: Patented hexagonal knit patterns enhancing stretch, breathability, and muscle support in leggings and tops. A 2023 user study commissioned by HRX showed a 40% improvement in perceived comfort during high-intensity workouts compared to standard knits.
COOLMAX® Integration: Strategic use of this INVISTA fiber (licensed globally) for superior moisture-wicking and quick-drying properties, especially vital in India’s climate. This made advanced sweat management a mass-market expectation.
Odour Shield: Anti-microbial treatments combating odor-causing bacteria, extending garment freshness – a game-changer for consumers with active lifestyles.
Compression Zones: Strategically placed compression panels in leggings and tops for targeted muscle support and reduced fatigue, popularized for everyday training.
Footwear Revolution: HRX shoes disrupted the market by offering advanced features (like TPU heel counters, EVA midsoles, and high-abrasion rubber outsoles) at competitive prices. Models like the HRX Run and HRX Training became best-sellers, proving performance footwear didn’t have to be prohibitively expensive. Explore how this impacts the broader Indian sportswear landscape.
Athleisure Expansion: Recognizing the blurring lines between gym and street, HRX pioneered affordable, stylish athleisure in India. Their joggers, hoodies, and track pants, featuring the same performance fabrics, became wardrobe staples, normalizing activewear for daily wear – a significant shift in consumer behavior.
Inclusive Sizing & Design: Offering extended size ranges and designs catering specifically to diverse Indian body types (e.g., high-waisted leggings with secure waistbands) fostered inclusivity and loyalty.
These best-selling products didn’t just fill a gap; they educated the market, raising the bar for performance expectations across all price segments and forcing competitors to innovate faster.
Innovation, Technology, and Shaping the Future
HRX Activewear Innovations thrives on a culture of relentless R&D, positioning itself not just as a seller, but as a technological pioneer shaping the future of fitness apparel. Their commitment is evident in:
Advanced Material Science: Beyond licensing, HRX invests in developing proprietary blends. Collaborations with international fabric mills result in unique materials, like their recycled polyester-elastane blends offering superior stretch recovery and eco-credentials. Patent applications filed in 2023 (as per the Indian Patent Office database) hint at novel bio-based moisture-wicking treatments.
Wearable Tech Integration (Exploratory): While mainstream products focus on core performance, HRX is actively exploring smart textiles. Prototypes featuring embedded sensors for posture feedback or muscle activation monitoring during workouts have been showcased in tech expos, signaling future directions aligning with the Internet of Things (IoT) in apparel. Partnerships with tech startups are key to this roadmap.
Data-Driven Design: HRX leverages Myntra’s immense consumer data trove and conducts extensive wear-testing with diverse athlete groups (from professional trainers to fitness enthusiasts). This feedback loop directly informs fit adjustments, fabric selection, and feature prioritization, making their innovation genuinely user-led.
Sustainable Tech: Technological advancements aren’t limited to performance. HRX’s “Conscious” line utilizes innovations like Dope-Dyeing (reducing water usage by 50% compared to traditional dyeing, as per Textile Exchange standards) and recycled yarns created from post-consumer plastic bottles. Their commitment to eco-initiatives is increasingly tech-driven.
Manufacturing Process Innovations: Investments in automated cutting and seamless knitting technologies reduce waste and enhance precision, improving both sustainability and product consistency. This focus on technology across the value chain underscores a holistic approach to innovation.
Global Influence and Strategic Market Expansion
From its dominant Indian base, HRX Activewear Innovations is executing a calculated strategy for global influence. While India remains the core market (contributing over 90% of sales), international ambitions are clear:
Leveraging Myntra’s Global Reach: The primary vector for international growth is Myntra’s global platform, making HRX accessible in key markets like the UAE, USA, UK, Australia, and Southeast Asia since 2020. This provides a low-risk testing ground for international appeal.
Market-Specific Adaptation: Initial international expansion focuses on the vast Indian diaspora, ensuring cultural resonance. However, HRX is gradually adapting designs and marketing for broader global audiences, learning from performance data in each region. Success in GCC countries (UAE, Saudi Arabia) has been notable due to similar climate needs.
Building Brand Recognition: Strategic sponsorships of international fitness events and collaborations with global fitness influencers (beyond Roshan) are increasing visibility. While not yet acquiring foreign brands, HRX is building its international influence organically through digital reach and e-commerce.
Omnichannel Growth: Beyond pure online, exploring partnerships with international multi-brand sportswear retailers or select flagship stores in key global cities is part of the long-term expansion roadmap. The brand’s agility and direct-to-consumer DNA via Myntra provide a strong foundation for scaling globally.
Competing on Value Proposition: HRX’s core strength – high-tech performance at accessible prices – presents a compelling proposition in cost-conscious international markets, differentiating it from premium Western brands. Their worldwide presence strategy focuses on markets where this value resonates strongly.
Building Unshakeable Consumer Loyalty and Brand Trust
HRX Activewear Innovations has cultivated remarkable customer loyalty, translating into fierce advocacy and repeat purchases. This trust stems from several pillars:
Consistent Quality & Performance: Delivering reliably on its core promise – durable, high-performing apparel at fair prices – forms the bedrock. Positive reviews consistently highlight product longevity and functional benefits exceeding expectations.
Authentic Brand Voice: Hrithik Roshan’s genuine passion for fitness and hands-on involvement (shared via social media, product testing videos) creates authentic connection. He’s not just an endorser; he’s the brand’s chief tester and advocate.
Community Building: Initiatives like the “HRX Run” (virtual running challenges with massive participation) and engaging social media content foster a sense of belonging among users. They celebrate customer achievements, creating an emotional bond beyond transactions.
Responsive Engagement: Actively addressing customer queries and feedback on social platforms and e-commerce channels demonstrates they listen. Quick resolution of issues (handled by Myntra’s robust customer service) reinforces trustworthiness.
Recognition & Awards: Consistent accolades bolster credibility. HRX has repeatedly won “Brand of the Year” awards at events like the GQ Men of the Year awards and Retail Excellence Awards, validating its brand reputation externally. User ratings on platforms like Myntra consistently average above 4/5 stars across best-selling categories.
Transparency: Clear communication about product origins, materials, and sizing (including detailed size charts and fit guides) reduces purchase anxiety and builds confidence.
This focus on holistic customer experience transforms buyers into loyalists, creating a powerful competitive moat. Discover more about building brand loyalty in competitive markets.
Sustainability and Corporate Social Responsibility (CSR)
HRX Activewear
Recognizing its environmental footprint, HRX Activewear Innovations has integrated sustainability and CSR into its core operations, moving beyond tokenism:
Conscious Collections: A significant portion of their line now utilizes sustainable materials:
Recycled Polyester (rPET): Sourced from post-consumer plastic bottles, reducing reliance on virgin petroleum. Their 2023 Impact Report states over 5 million bottles diverted in that year alone.
Organic Cotton: Used in base layers and athleisure, certified by global standards like GOTS (Global Organic Textile Standard).
Tencel™ Lyocell: Incorporating this botanic fiber (from sustainably sourced wood pulp) for its softness and biodegradability in select lines.
Eco-Friendly Processes: Implementing water-saving techniques like Dope-Dyeing (where color is added to the polymer before fiber extrusion) and energy-efficient manufacturing. Partnering with suppliers committed to renewable energy.
Reduced Waste: Initiatives include optimizing pattern cutting to minimize fabric waste and exploring take-back programs for end-of-life garments (currently in pilot phase).
Packaging: Transitioning to recycled and recyclable packaging materials, eliminating single-use plastics wherever feasible.
Social Responsibility: Supporting fitness initiatives for underprivileged youth through partnerships with NGOs. Employee volunteering programs focused on community health and environmental clean-ups. While detailed public reports on labor practices are evolving, adherence to Myntra’s vendor compliance standards is mandatory.
While the journey towards full circularity continues, HRX’s public commitments and tangible eco-initiatives, like aiming for 50% sustainable materials by 2025, demonstrate a proactive approach to environmental responsibility. Their efforts align with global frameworks like the UN Sustainable Development Goals (SDGs), particularly SDG 12 (Responsible Consumption and Production). Learn about India’s broader sustainable fashion goals.
Future Prospects: What’s Next for HRX Activewear Innovations?
The future for HRX Activewear Innovations is focused on deepening its core strengths while venturing into new frontiers, ensuring it stays ahead of market trends:
Hyper-Personalization: Leveraging AI and consumer data to offer more customized product recommendations, potentially even tailored sizing or design elements. Expect deeper integration of user feedback loops.
Tech-Infused Apparel Acceleration: Moving prototypes like smart garments with biometric feedback into mainstream offerings. Partnerships with health tech firms could see HRX integrating seamlessly with fitness apps and wearables.
Sustainability Leadership: Intensifying efforts in circularity – scaling garment recycling programs, increasing use of bio-based materials (e.g., algae foam for soles), and achieving net-zero carbon targets across more of the supply chain. Transparency in sourcing and impact reporting will be paramount.
Global Footprint Expansion: Beyond online, establishing a stronger physical retail presence in key international markets through flagship stores or strategic retail partnerships. Tailoring products specifically for non-Indian climates and preferences.
Category Diversification: Exploring adjacent categories like specialized gear for hiking, yoga, or outdoor training, or expanding further into performance accessories and tech-enabled recovery products.
Women’s Segment Focus: Continued innovation and expansion within the women’s activewear line, addressing specific needs with even greater precision in fit, support, and style diversity.
Enhanced Digital Experiences: Developing immersive AR/VR try-on tools, interactive workout content integrated with apparel, and stronger community platforms within their app ecosystem.
The innovation roadmap is clear: HRX aims to be the go-to brand not just for apparel, but for holistic fitness empowerment, seamlessly blending physical products with digital experiences and community, solidifying its leadership in the global activewear revolution.
HRX Activewear Innovations has fundamentally democratized performance wear, proving that cutting-edge technology, sustainable practices, and empowering design can be accessible to all. From its roots in solving a superstar’s workout woes to igniting a fitness apparel revolution for millions, HRX’s journey is a testament to user-centric innovation. By relentlessly focusing on real needs, embracing technology, and building genuine community trust, HRX Activewear Innovations isn’t just leading the market; it’s actively sculpting the future of how we move, perform, and feel in our active lives.
Frequently Asked Questions (FAQs)
1. What makes HRX Activewear Innovations different from other sportswear brands?
HRX stands out through its unique blend of celebrity-driven authenticity (Hrithik Roshan’s deep involvement), cutting-edge proprietary technologies like HEXA Weave and COOLMAX®, and a core mission of delivering premium performance features at highly accessible price points. It leverages direct consumer data via Myntra for rapid, user-led innovation, making advanced activewear truly democratic within the Indian market and beyond.
2. Where can I buy genuine HRX Activewear Innovations products?
The primary and most reliable source is Myntra (Myntra.com), HRX’s exclusive online launch partner in India. HRX products are also available on Myntra’s global platforms for international shipping. Additionally, you can find genuine HRX gear at exclusive brand outlets and select large-format retail stores across major Indian cities. Always purchase from authorized retailers to ensure authenticity.
3. How is HRX Activewear Innovations addressing sustainability concerns?
HRX has a dedicated “Conscious” line featuring significant use of recycled materials (like rPET from plastic bottles), organic cotton, and Tencel™ Lyocell. They employ eco-friendly processes such as water-saving dope-dyeing and are transitioning to recycled/recyclable packaging. The brand has public goals, including increasing sustainable materials to 50% by 2025 and exploring garment recycling programs, aligning with global environmental standards.
4. Does HRX offer good options for women’s activewear?
Absolutely. HRX has a robust and continuously expanding women’s range featuring sports bras with advanced support levels (low, medium, high-impact), leggings with secure high-waist designs and innovative fabrics, performance tops, and stylish athleisure. They focus on inclusive sizing and designs catering specifically to diverse body types, receiving consistently high ratings for fit, comfort, and style from female consumers.
5. What are some of HRX Activewear Innovations’ most popular or iconic products?
Iconic best-sellers include the HRX COOLMAX® Run T-Shirts (renowned for moisture management), leggings featuring HEXA Weave technology (prized for support and breathability), the HRX Training shoes (known for value and performance), and the versatile “All Day Move” athleisure range. Their performance-oriented sports bras and hoodies also enjoy massive popularity.
6. Is HRX planning to expand beyond apparel and footwear?
While apparel and footwear remain the core, HRX’s future roadmap hints at diversification. They are actively exploring tech-integrated apparel (like smart garments) and adjacent categories such as performance accessories (bags, water bottles) and specialized gear for activities like yoga or hiking. Their focus is on becoming a holistic fitness lifestyle brand.
