Pulco becomes first padel apparel brand to launch at Harrods

Pulco, which was founded in 2022 by Joe Middleton, former President of Levi’s EMEA and CEO of Canterbury, has become the first padel apparel brand to launch at Harrods in Knightsbridge.

Pulco, short for Acapulco in Mexico where the sport was invented in 1969 by Enrique Corcuera - whose garden was not big enough to accommodate a full tennis court, so he modified the game - "brings the sport’s heritage to life".

The collections are designed in London and crafted using the most advanced performance fabrics from Italy.

At the heart of the range is the ‘Aircon Playing Shirt’, constructed from an ultra-lightweight fabric featuring a weave that rapidly wicks moisture from the inside out, "delivering unrivalled breathability and comfort in play".

The Pulco collection at Harrods also extends beyond performance wear to a full lifestyle offering, blending elevated athletic apparel with "understated, off-court elegance". It includes technical essentials, hoodies, T-shirts, sweatshirts, gilets, and a coach’s jacket, as well as accessories such as socks and caps."

Joe Middleton said: "We are incredibly proud to be the first padel apparel brand at Harrods. This is not only a milestone for our brand, but also for the sport of padel.

"It’s an inclusive, fast growing community and we’re excited to lead the way in bringing performance and style to a wider audience through Harrods."

Igo Theo Ian, Creative Director at Pulco, added: "Honouring padel’s roots is central to everything we do. We are passionate about celebrating the spirit of innovation, friendship and rebellion that defines this sport whilst delivering the finest, most technically advanced apparel in the world."

Other key pieces include the women’s ‘Acapulco Padel Shorts’ and men’s ‘Cancun Padel Shorts’, which both feature a wide waistband for comfort while playing and ball pockets to hold a second ball at the back.

There’s also a collaboration bag called the ‘Pulco x Cimoro Padel Pack’, "designed with a padel commuter in mind" and featuring a large front pocket to fit a padel racket.

Padel remained a niche sport for decades but its popularity soared during the COVID-19 pandemic as it could be played outdoors and didn’t involve physical contact.

According to the International Padel Federation, as of 2023 there were more than 25 million active padel players in more than 90 countries. The game was further put in the spotlight when it was included in the 2023 European Games.

As padel continues its meteoric rise, Pulco says it is "poised to define a new standard in sport-luxe apparel" - one that speaks to a new generation of players and style-conscious consumers alike.

Pulco also adds to Harrods’ growing list of specialist sports brands, including Rapha for cycling, On for running and J Lindeberg for golf.