Many racket sports labels are opting to stay in their lane, focussing on performance gear and equipment rather than chasing new audiences with fashion collections and community events.
It feels odd, especially with the current momentum of old-school aesthetics and vintage clothing — they could reinterpret performance wear while also helping shape street style
I definitely think these legacy brands need to become more aggressive in their strategy because not only will a new brand come along but fashion brands are leaning into tennis core and fully taking share of market. Free People now has a tennis collection and ON just recently dedicated an entire collection to tennis. One brand I would also say is doing good work like Wilson is Yonex who also recently open retail stores with really cool vibey retail experience. As always, excellent article!
Wilson has indeed done the most in Team Legacy Brands. Yet, I wonder how much the trend of players recently dropping their racquets will hurt them. They probably hope Tsitsipas, who did a bad job at disguising his move, isn't going to win big right now lol.
Sergio Tacchini got bought buy a PE group a few years back and is now churning out hot tennis adjacent gear. Definitely more on the lifestyle side of things but the style is tight.
I got a new perspective after reading this. I have no formal experience in fashion design but I just know that the current tennis market isn’t servicing my style like I want and I want to shake things up. I don’t even know where or how to start without a capital investment. Reading this, though, gave me more insight into the landscape and it gave me hope that if I manage to create a brand that can service people like me, I could really find myself doing well.
Bandit, Satisfy, etc. were new non-legacy running brands that pushed athletic fashion forward. I'm hoping some new smaller brands can enter the tennis market and break free from the old fashioned tenniscore look.
Also, tennis legacy brands like Asics, Yonex, Nike, etc. do a great job with the collaborative drop model. I wish they went all in instead of these one-off collaborations but still cool to see Asics collaborate with A.P.C. and Yonex with Supreme, for example.
It feels odd, especially with the current momentum of old-school aesthetics and vintage clothing — they could reinterpret performance wear while also helping shape street style
I definitely think these legacy brands need to become more aggressive in their strategy because not only will a new brand come along but fashion brands are leaning into tennis core and fully taking share of market. Free People now has a tennis collection and ON just recently dedicated an entire collection to tennis. One brand I would also say is doing good work like Wilson is Yonex who also recently open retail stores with really cool vibey retail experience. As always, excellent article!
Wilson has indeed done the most in Team Legacy Brands. Yet, I wonder how much the trend of players recently dropping their racquets will hurt them. They probably hope Tsitsipas, who did a bad job at disguising his move, isn't going to win big right now lol.
Sergio Tacchini got bought buy a PE group a few years back and is now churning out hot tennis adjacent gear. Definitely more on the lifestyle side of things but the style is tight.
Tried to vote more than once
Very much hoping Spence is one of the young brands that shakes things up!
I got a new perspective after reading this. I have no formal experience in fashion design but I just know that the current tennis market isn’t servicing my style like I want and I want to shake things up. I don’t even know where or how to start without a capital investment. Reading this, though, gave me more insight into the landscape and it gave me hope that if I manage to create a brand that can service people like me, I could really find myself doing well.
Bandit, Satisfy, etc. were new non-legacy running brands that pushed athletic fashion forward. I'm hoping some new smaller brands can enter the tennis market and break free from the old fashioned tenniscore look.
Also, tennis legacy brands like Asics, Yonex, Nike, etc. do a great job with the collaborative drop model. I wish they went all in instead of these one-off collaborations but still cool to see Asics collaborate with A.P.C. and Yonex with Supreme, for example.