Frido partners with HRX to promote barefoot movement in India

Frido has partnered with HRX, the activewear brand jointly owned by Hrithik Roshan and Exceed Entertainment, to launch the Frido x HRX Barefoot Sock Shoe. The collaboration aligns the ergonomic expertise of Frido with HRX’s focus on lifestyle-led fitness, promoting a return to natural movement as a core element of wellbeing.

Both brands share a belief that the foundation of fitness lies in restoring the body’s natural movement patterns. The barefoot philosophy encourages improved posture, balance and physical awareness. By combining Frido’s product innovation and HRX’s fitness-first approach, the partnership aims to position barefoot-inspired movement as part of daily routines rather than a niche practice.

 

 

 

 

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The co-branded Barefoot Sock Shoe is designed to replicate the sensation of moving barefoot while providing comfort, support and performance suited for contemporary fitness needs. Its development reflects the brands’ shared intent to merge innovation with functionality and promote movement that aligns with the body’s natural mechanics.

Roshan said that movement has been central to his personal approach to wellbeing and noted that the collaboration seeks to help individuals reconnect with innate strength and balance. Ganesh Sonawane, co-founder and chief executive officer at Frido, described the partnership as an opportunity to reimagine how people experience movement, highlighting innovation as a driver of comfort.

Afsar Zaidi, chief executive officer at HRX, emphasised the brand’s aim to build a lifestyle ecosystem centred on wellness, with the barefoot approach fitting naturally into that philosophy. Arif Khan, co-founder and chief operating officer at Frido, added that the collaboration blends the two brands’ complementary perspectives on innovation and fitness.

The Frido x HRX Barefoot Sock Shoe will be sold exclusively on Myntra and on the official websites of both brands. The partners aim to broaden interest in barefoot performance and embed natural movement into India’s evolving fitness culture.