ATP’s Fashion Gambit: Can Tennis Court the Streetwear Generation?
The professional tennis organisation has just dropped its second capsule collection with Palmes, a Danish label that’s betting big on tennis as the next frontier in sports fashion.
Commenting on the release, ATP’s VP of licensing & retail, Joan Carrera López, said: “Today’s fans engage with tennis far beyond the court.”
“This collaboration with Palmes forms part of our wider fashion strategy and allows the ATP to continue to express the sport through a new creative lens, one that connects with culture, fashion and a new generation of tennis fans,” López said.
The collection, featuring ringer tees, sleeveless tops, washed out caps, and a graphic bandana, reads like a streetwear starter pack with tennis DNA.
The Copenhagen Connection
Founded by Nikolaj Hansson, the Copenhagen-based label positions itself at the intersection of tennis tradition and contemporary design.
“Palmes was born from the idea of bringing new ideas to tennis as a sport and culture, allowing for more people to engage with the game that we love,” Hansson explains.
This marks their second collaboration with the ATP, a partnership that’s clearly working if they’re back for round two.
The first capsule presumably tested the waters; this 2026 launch suggests they found an audience willing to pay premium prices for tennis-inspired streetwear.
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