The US tennis brand Prince is taking a decisive step. The brand ventures beyond the racket and expands the range to include clothing. The fusion of sport and fashion opens up new commercial opportunities for traditional performance brands.
This transformation is being led by Authentic Brands Group, the brand’s parent company. It reflects a broader development in racket sports. There, credibility on the pitch is increasingly linked to style off the pitch.
At the heart of this initiative is a new partnership with C-Life Group. The company will design, manufacture and distribute Prince’s apparel throughout North America. The agreement covers men’s, women’s and children’s fashion. It covers both performance categories for the field and leisure categories. This is an important step in expanding the brand into a broader lifestyle business.
Speaking to FashionUnited, Tim Puttock, Prince’s senior director of research and development (R&D) at Authentic, explained the thinking behind this shift. He discussed the timing of the apparel’s launch and the opportunities in a rapidly growing racquet sports market. He also explained how the brand aims to maintain the balance between performance credibility and fashion relevance through a thoughtful omnichannel approach.
What exactly motivated Prince to venture into the apparel sector?
The fusion of sports and fashion has created a huge opportunity for Prince to expand beyond the racket and into the apparel sector. Prince moves at the intersection of traditional racket sports and modern lifestyle. This area is still underdeveloped compared to running and basketball.
Why did the brand choose an apparel-focused strategy now?
With tennis-inspired style hitting the mainstream, now is the time. We want to use the brand’s authority in racket sports to gain share in the fashion market. This step is supported by our partnership with C-Life Group. It allows us to bring this vision to market quickly and at scale.
Tennis, padel and pickleball are experiencing unprecedented growth in participation and cultural relevance. How will Prince use this dynamic to appeal to both traditional gamers and younger, style-conscious consumers?
In tennis, pickleball and padel, today’s athletes are increasingly style-conscious. They look for products that perform on the court while reflecting their personal aesthetic. Prince is uniquely positioned to meet this demand. The brand remains at the forefront of racquet sports while introducing a fresh, design-led approach to new categories. This ensures that we remain relevant to the core target group of gamers while appealing to a new generation of consumers.
The current market is seeing a boom in racquet sports apparel, but many established brands are finding it difficult to fully capitalize on this. What lessons does Prince learn from sectors like running and football where fashion-conscious consumers now dominate?
Prince’s strength lies in his authentic tradition in tennis. This provides a credible basis for our expansion into the apparel sector. The brand has long been a pioneer driven by innovation. The same spirit will also guide our fashion approach. By staying true to our roots and evolving with consumer expectations, we can deliver products that resonate both functionally and culturally.
Lifestyle clothing often requires collaborations and relevance in pop culture. Are there any plans for forward-looking partnerships or influencer activations to position Prince as a modern lifestyle brand?
Collaborations are a key pillar of Prince’s strategy, especially under the creative direction of David Grutman. In recent years, the brand has collaborated with culturally relevant names such as Sporty & Rich, Siegelman Stable and Brooks Brothers, to name a few. We see great value in these partnerships. We will continue to explore collaborations that bring a new perspective and cultural relevance to the brand.
How does Prince plan to balance his heritage in performance tennis equipment with ambitions in lifestyle and fashion apparel?
For over 50 years, Prince has distinguished itself through innovation, distinctive color concepts and a bold graphic identity. These elements remain central to our design approach as we expand into lifestyle apparel. Our goal is to ensure that every product reflects the brand’s heritage. At the same time, it should offer versatility and relevance for modern everyday life. We achieve this through a thoughtful balance between performance credibility and lifestyle appeal.
E-commerce and online retail are growing rapidly in the sportswear sector. How will Prince balance digital-first strategies with traditional retail partnerships to maximize reach?
A strong omnichannel approach is crucial to maximize reach. We have found an experienced partner who shares our vision for growth. At the same time, we maintain strategic relationships with important retail partners. This balanced approach allows us to reach consumers where they want to shop. This is how we ensure accessibility and consistency across all channels.
What does Prince look for in key retail partners and how will this approach evolve as it expands into apparel and lifestyle?
We prefer partners who understand and value Prince’s authenticity and sporting heritage. As we expand into lifestyle categories, it is equally important to partner with retailers. These must be able to support a seamless transition from performance on the pitch to everyday clothing.
Are there any geographic regions beyond North America that offer further growth opportunities for Prince?
Prince already has a strong international presence. This provides a solid foundation for global expansion. We see a significant opportunity to extend this brand equity into lifestyle categories in key international markets. This allows us to offer consumers worldwide a consistent, high-quality brand experience.
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