Slazenger unveils first campaign under new Creative Director Alexei Hamblin

Frasers Group-owned Slazenger has launched a new Summer 2026 video campaign under the guidance of TikToker-turned-new Slazenger Creative Director Alexei Hamblin, his first since taking on the role.

Hamblin, 23, was brought to the attention of Slazenger and Michael Murray, CEO at Frasers Group, following the TikToker’s TT series in which he had been critiquing the brand for how it had gone downhill since its days as a leading British sports brand.

Known in the TikTok world as ‘The Slazenger Guy’, he was then brought in “behind the scenes” to steer the brand towards a vision that feels relevant to Gen Z.

Having created the first more premium nine-piece Slazenger ‘Off-Court’ menswear collection for a Spring 2026 launch, Hamblin is now focusing on getting across the right message for the brand as a whole.

In the new campaign video, which is for the Slazenger brand in full, not just the Off-Court line, Hamblin stars alongside the brand’s Head of Marketing, Joel Taberner, as they attempt to break the 11-hour, 5-minute record for the longest tennis match in history, set in 2010.

The challenge brings Slazenger’s 145-year legacy in racquet sports to life, reinforcing its impact on sport since 1881, and “showcases Hamblin’s commitment to bringing the brand back to the forefront of sporting culture”.

The film, which is “part sporting challenge, part comedy sketch”, also features appearances from business mogul Richard Branson, former Premier League referee Mark Clattenburg, commentator Clive Tyldesley, as well as comedians and internet personalities Stephen Tries, Chabuddy G, and Chi with A C.

Hamblin, who confesses in the video that he is actually rubbish at tennis, said: “Taking on the role of Creative Director at Slazenger is an incredible opportunity to help shape the next chapter of such an iconic sporting brand.

“My job is to define the vision – to connect heritage, culture and creativity to create work that genuinely resonates with people. But I also wanted to show how the role of a Creative Director is changing. Rather than just sitting on the sidelines talking about ideas, I wanted to be at the forefront of the action.

“For my first campaign, we're celebrating Slazenger’s legacy of ambition and endurance, without taking ourselves too seriously in the process.

“This marks the start of a new era for the brand – one that puts Slazenger back at the heart of sport and modern culture, and I can’t wait."

The full video is available now on YouTube, with additional content and short clips rolling out across Slazenger’s and Hamblin’s own Instagram, TikTok and YouTube channels throughout July 2026.