Tennis merch plays it safe – that's why winners are missing.
Tennis is back – courts are full, and small brands as well as global players are launching new collections. There's more tennis output than there has been in a long time.
And yet, there's a feeling: the true highlights are missing, the iconic pieces you want to wear on and off court. The products that turn functional clothing into a true tennis outfit, or the T-shirt that gives you subtle recognition in everyday life through a small nod from other tennis players.
Currently, many things are moving in two clear directions. On one side, the "Sporty & Rich" cosmos: lots of white and muted colors, often the classic cream-green combination with text in serif fonts. A touch of nostalgia, combined with the aesthetic of a country club. The imaginary club name, of course, must not be missing from any design. A stylish look, perfect for lifestyle photos on Instagram and Pinterest. An aesthetic concept that works, and precisely because of that, it unfortunately too often quotes itself.
On the other side are the big performance brands like Nike or ON. Here, it's all about innovation, movement, and function. Technical materials, clean lines, often accented by neon colors. Products that impress on the court. But what works there doesn't always find its way into everyday life. Yet, this very connection used to be part of the fascination. The fits of Agassi, Björn Borg, and co. were also relevant in lifestyle – tennis sneakers and tennis t-shirts were part of pop culture.
And just like that, one is indulging in nostalgia again. No wonder that vintage tennis merch is currently experiencing a real boom. In second-hand and vintage stores, old pieces sometimes sell for significantly more than their original price. Colorful tennis graphic tees, 90s US Open merch, Sergio Tacchini tracksuits, or anything from the Agassi era – much of it sells out instantly. Advantage Vintage! The safety-first approach is also evident in current tennis tournament merch. With a bit of luck, you can find a few special pieces at the Grand Slams, especially when big licensees like Ralph Lauren or New Balance are involved. However, the majority remains familiar: lots of logos, proven templates, and very basic fits.
But why does vintage merch seem so special, while new products often look similar? One explanation is that designers and artists used to explore themes independently and draw on their own, often analog, sources of inspiration. The result was a wide variety of concepts with clear signatures. Today, a common pool of digitally available content is often accessed. Social media algorithms also reward familiar aesthetics that have already been validated by the masses. These, in turn, are amplified, quickly creating the impression that they are the only concepts that work. What performs well is reproduced. And with the possibilities of AI, it is easier than ever to create and vary such visual worlds. The result: more output, but often less variation – and even less surprise.
Media outlets like Racquet Magazine therefore provocatively ask the question – where has all the good merch gone Where Has All the Good Merch Gone? - Racquet – and help reignite the discourse. The popularity of accounts like Vintage Court Collection shows that there is still great interest in exceptional retro styles. The world of tennis offers so much inspiration, and it will be exciting to see how brands, creators, and platforms aim to close the creative vacuum and bring more variety between performance wear and country club aesthetics.
In our own creations, we also embrace the challenge by playing with design, culture, and references. We've found particular inspiration in vintage Grand Slam merchandise and 70s tennis style. For example, our officially licensed cartoon crossovers feature Peppa Pig, typically British, in a white tennis dress or enjoying strawberries and cream at the grass court. The Mouse completes the "T-Shirt Grand Slam" with motifs fitting the 4 major tournaments, and Snoopy addresses the mental side of the sport, with its emotional highs and lows. In our Tennis Selection, in addition to our own creations, we want to curate a diverse range of products and offer tennis enthusiasts an extra go-to for exciting tennis merch. Here, we also present products from other brands, starting with t-shirts from Ace To The Moon, a tennis brand from New York. The assortment is complemented by selected highlights such as posters from Hands of Gods, various coffee table books, or the super cute tennis plush Snoopy from Bon Ton Toys.
Have fun browsing, hopefully with more winners than unforced errors.