The Racket Club: How Brands are Capitalizing off of Sports like Pickleball and Tennis

By alex canavan

The inescapable "racket club" aesthetic has been making big waves in fashion, marketing, and consumer culture for over two years now. Characterized by its vintage charm, sporty elegance, and a touch of preppy nostalgia, the racket club look is not just influencing fashion but also shaping brand events, consumer goods, and public relations strategies.

Cultural Resurgence

The racket club aesthetic draws heavily from the golden age of tennis and country clubs, evoking images of pristine white outfits, lush green courts, and an overall air of leisure and exclusivity. This trend is seeing a resurgence as consumers yearn for a sense of nostalgia and simplicity, reminiscent of a time when sportsmanship and elegance were paramount.

Sporty & Rich, 94 Racquet Club Hat - Sky Blue/White

Influence on Fashion

Brands like **Sporty & Rich** and **Loveshack Fancy** are just a couple brands that launched racquet club inspired apparel just in time for tennis season. Sporty & Rich, known for its retro-athletic style, has launched campaigns featuring vintage-inspired tennis themes, blending luxury with functional sportswear. LoveShackFancy has recently launched a tennis capsule collection in collaboration with tennis pro and influencer Madison Appel. The capsule features a range of pieces including skirts, dresses, and active tops in soft pastel colors, floral prints, and delicate details such as lace and ruffles. These designs offer both performance and elegance, making them perfect for on and off the court activities.

Consumer Goods

Target has teamed up with popular tennis brand Prince to launch an exclusive pickleball collection. This collaboration brings stylish and high-quality pickleball equipment to the mass market, catering to the growing popularity of the sport. The collection features paddles, balls, and other gear that reflect the classic, elegant design associated with the racket club aesthetic, making the sport more accessible and fashionable for a wider audience.

Additionally, brands like **Juicy Couture** are getting creative with their PR packages. The campaign leverages influencer marketing to showcase the stylish and functional aspects of the new equipment, encouraging a trendy and active lifestyle. Recipients of the branded gear are sharing their experiences and enthusiasm for the sport, helping to position Juicy Couture as a fashionable player in the pickleball scene.

Brand Events and Community Engagement

The racket club trend is also reshaping how brands approach events and community engagement. Companies are hosting exclusive tournaments, wellness retreats, and social gatherings that capture the essence of the racket club lifestyle. These events not only promote the brand but also foster a sense of community among participants.

For example, Miu Miu recently hosted a tennis-themed activation in New York City, transforming a downtown location into a chic, vintage-inspired tennis club. The event featured live matches, stylish spectators, and a showcase of Miu Miu’s latest collections, perfectly blending sport, fashion, and nostalgia. Such events create a buzz and build lasting relationships with consumers.

Model/Influencer, Jenny Walton at the West Side Tennis Club in Queens, NY for a Miu Miu event,
shot by Ben Rosser/BFA.com

My Personal Take on the Trend

I think it’s safe to say that I've “drank the kool aid”. For me, tennis dresses and skirts were the gateway drug, introducing me to the real fun of playing racquet sports. Now, my weekly pickleball games with my family have become a huge source of connection and joy in my life. Recently, I started tennis lessons at Alolo Tennis in Cazenovia and have been loving the workout and the sense of achievement that comes from playing. The sport, combined with the aesthetic, offers a blend of fitness and fashion that is both motivating and enjoyable.

The Future of the Racket Club Aesthetic

As the racket club aesthetic continues to gain momentum, it’s clear that this trend is more than just a fleeting fashion statement. It represents a cultural shift towards valuing elegance, leisure, and a slower pace of life. For brands, the challenge will be to keep this trend fresh and relevant, finding new ways to incorporate its timeless appeal into their products and marketing strategies.

The racket club aesthetic is a perfect example of how looking to the past can inspire the future, offering a blend of nostalgia and modernity that resonates with today’s consumers. As we move forward, it will be exciting to see how this trend evolves and continues to shape the cultural and marketing landscapes.

Have you seen any interesting collaborations or marketing initiatives surrounding racquet sports that we haven't mentioned in this article? Let us know in the comments!