TikToker tasked with reinventing Slazenger sees first collection launch with Flannels
Heritage British sports brand Slazenger, which was acquired by Mike Ashley’s Frasers Group (formerly Sports Direct International) in 2004, has been undergoing something of a revamp under the creative lead of TikToker Alexei Hamblin.
A new nine-piece menswear and unisex capsule collection, under the title of Slazenger Off-Court, launches with Flannels tomorrow, 18 April, with a more premium feel than Slazenger has been known for in recent times, reimagined for a modern Gen Z consumer.
Creative Brand Consultant 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 into a vision that feels relevant to a youth market. And now the fruits of his labour, inspired by the golden era of British tennis, are here to be judged – not by an umpire, but by a Gen Z style set.
The first collection is fabricated from 100% cotton knitwear and sport-inspired yarn blends, with prices ranging from £40 to £90. Key pieces include the ‘Clubhouse Polo Shirt (£59.99), the ‘Terrace Knitted Track Jacket’ (£84.99), the ‘Post-Match Plaid Shacket’ (£89.99) and the ‘Heritage Crew Neck Sweater’ (£69.99).
Additionally, the creative campaign behind the launch of Off-Court is inspired by the first colour sports documentary ever made, which was produced by Slazenger and Wimbledon Tennis, mirroring the very same colour grading and editing style from that first documentary.
Michael Murray said: “It’s a bold step forward for Slazenger. Partnering with young creative talent, Alexei, to reimagine this iconic heritage brand - taking it outside the box and off the court. This is just the start of an exciting journey ahead.”
Hamblin commented: “I’ve known Slazenger my whole life, probably for the wrong reasons, which always left me wondering what more it could be if it reached its full potential. As I learned more and more about its legacy, I became obsessed, and when Slazenger brought me in, I couldn’t believe I had this opportunity to bring my vision to life.
“A brand with genuine heritage and credibility deserves a place in today’s fashion conversation. This capsule collection will be a key step in recontextualising that heritage for a generation who didn’t grow up with the brand.
“It will also serve as something of a test collection – as I’ll take real-time feedback from my socials about the capsule to tweak and adapt for collection two. I want to make this the most customer centric rebrand of all time.”
Established in 1881, Slazenger has been at the heart of sport for over 140 years and is synonymous with sporting and tennis excellence. Off-Court builds on that legacy with the introduction of its premium lifestyle collection. It will sit alongside Slazenger’s trusted and enduring core sports offering, which continues to serve customers with everyday sportswear and lifestyle essentials at an accessible price point.
In its distinguished past, Slazenger has been famously associated with several sporting and cultural icons, perhaps most notably with its association with Sean Connery as James Bond, who wore a burgundy Slazenger V-neck jumper with the ‘panther’ logo during the famous golf scene in the 1964 film ‘Goldfinger’. He also famously wore a grey marl Slazenger jumper while playing golf in his private life.
Other legendary golfers of the 1960s and 70s who wore Slazenger include Jack Nicklaus, Seve Ballesteros, Tom Watson and Johnny Miller, while British tennis great Fred Perry switched to Slazenger tennis rackets in 1932 before winning his first Wimbledon title in 1934.
The debut collection of Slazenger Off-Court will be available exclusively on the Flannels and Slazenger websites from tomorrow.
