ATP and Palmes today reveal their first collaboration: a limited-edition capsule of tennis clothing and accessories. The partnership marks a new chapter for ATP, while again the fashion and lifestyle room enters, building on a history of co-branded collections with leading sportswear brands.
The collection has T-shirts, polo tops, tennis shorts, caps and a carrying case, which combines the progressive approach of Palmes of tennis culture with the global recognition of the ATP brand.
The ATP + Palmes collection debuts on Palmes.co and in Palmes’ Copenhagen Flagship Store, next to a Brick-and-Mortar launch in Gem Home in the Nolita district in New York. The New York pop-up offers the collection for sale in addition to a compound representation of archive tennis books and antiques, and is open to the public from Wednesday 20 August to Sunday 24 August.
After the first release, the collection will be available worldwide from Tuesday 26 August via selected premium retailers such as End, FWRD, Ounass, Kapok, Care of Carl and Illum.
ATP VP Licensing & Retail Joan Carrera López Said: “Tennis and fashion have an iconic shared history. We are proud of the ATP brand – and some incredible products – to put in the hands of fans around the world. This is part of a larger journey for us in the fashion and lifestyle space, and we are energetic to work with Palmes.”
Founder of Palmes Nikolaj Hansson Added: “I founded Palmes four years ago of a desire to bring a progressive feeling to tennis, to expand the attraction of the sport and the surrounding culture by combining my ideas around tennis and fashion with references to other creative disciplines, whether the now art, design, architecture or similar tennis as an institution is to work with the dream that Tennis force.
This collaboration is part of a broader strategy to increase the cultural resonance of ATP through partnerships with progressive brands. In addition to fashion-, where the ATP maintains a long-term cooperation with Lacoste-invests ATP also in content, technology and licenses. This includes its gene-z-oriented cooperation with extension and the rollout of new digital products that have been designed to increase the fan experience.
[NEWSLETTER FORM]
#ATP #AMP #Palmes #launch #tennis #clothing #collection #extends #presence #ATP #fashion #amp #lifestyle