HRX, the activewear brand co-owned by actor Hrithik Roshan and Exceed Entertainment, has teamed up with ergonomic D2C brand Frido to grow its reach in the functional footwear category. The partnership begins with the launch of the new Frido x HRX Barefoot Sock Shoe.

This collaboration is based on the shared focus of both brands on movement-driven fitness and the rising interest in the barefoot movement, which is gaining popularity among people looking to improve posture, balance, and natural movement.

The companies said the tie-up combines HRX’s fitness-first approach with Frido’s engineering-led product design, strengthening their position in the fast-growing performance and lifestyle footwear market. The new co-branded footwear aims to offer the feel of natural barefoot movement while ensuring strength, comfort, and suitability for daily use and fitness activities.

Hrithik Roshan, founder of HRX, said the partnership is more than just a product launch. He described it as an invitation to move better, live with awareness, and reconnect with the body in its most natural form.