ATP ventures into fashion apparel in collaboration with Palmes

Copenhagen-based apparel brand Palmes_ which is rooted in tennis culture_ has unveiled a collaboration with the Association of Tennis Professionals (ATP)_ as the governing body of men_s tennis ventures into fashion apparel.

The collection_ launching ahead of the US Open taking place in Flushing Meadows_ New York_ offers a limited-edition capsule of tennis apparel and accessories_ including T-shirts_ polo tops_ tennis shorts_ caps and a tote bag_ combining Palmes_ modern and accessible approach to tennis with ATP branding.

This collaboration forms part of a broader strategy from the ATP to elevate its cultural resonance through partnerships with forward-thinking brands_ as it looks to enter the fashion and lifestyle space_ building on its long-standing partnership with Lacoste_ which outfits ATP staff and officials. Alongside fashion_ the ATP is also investing in content_ technology and licensing to elevate the fan experience.

Joan Carrera López_ vice president of licensing and retail at the ATP_ said in a statement: “Tennis and fashion have an iconic shared history. We_re proud to put the ATP brand – and some incredible products – into the hands of fans around the world.

“This is part of a bigger journey for us in the fashion and lifestyle space_ and we_re energised to be collaborating on it with Palmes.”

The ATP + Palmes collection will debut on Palmes.co and at Palmes_ Copenhagen flagship store_ alongside a brick-and-mortar launch at Gem Home in New York_s NoLita neighbourhood. The New York pop-up_ running until August 24_ will offer the collection alongside a curated display of archival tennis books and antiques.

This will be followed by a wider release globally from August 26 with retailers End_ Fwrd_ Ounass_ Kapok_ Care of Carl and Illum. Prices range from 70 to 115 pounds.

Commenting on the collaboration_ Nikolaj Hansson_ founder of Palmes_ added: “I founded Palmes four years ago from a desire to bring a progressive feeling to tennis_ expanding the appeal of the sport and its surrounding culture by blending my ideas around tennis and fashion with references to other creative disciplines_ be it art_ design_ architecture or the like.

“Being tennis fanatics at heart_ it is a dream come true to collaborate with an institution as iconic as ATP_ presenting our shared love of tennis through a forward-thinking lens.”