What's Happening?
Nick Kyrgios, known for his unconventional approach on the tennis court, has taken on a new role as co-owner and creative director at Stack Athletics, a racquet-sports brand. Stack Athletics, founded in Salt Lake City, initially focused on pickleball and has been expanding its reach into tennis, padel, and lifestyle apparel. The brand aims to challenge traditional racquet sports aesthetics by incorporating fashion-forward and performance-driven designs. Kyrgios, who embodies the brand's edgy and rebellious spirit, will influence product development, including capsule collections and athlete collaborations. His involvement began after he started wearing Stack apparel during his time off the tennis tour, leading to a partnership that aligns with
his personal style and vision.
Why It's Important?
Kyrgios' involvement with Stack Athletics signifies a shift in the racquet sports apparel industry towards more expressive and streetwear-inspired designs. This move could attract a younger, fashion-conscious audience to racquet sports, potentially increasing participation and viewership. For Stack Athletics, having a high-profile athlete like Kyrgios as a co-owner and creative director enhances the brand's visibility and credibility. It also positions the company to compete with established sportswear giants by offering unique products that resonate with Kyrgios' fan base. This partnership highlights the growing trend of athletes taking on entrepreneurial roles, leveraging their personal brands to influence product development and marketing strategies.
What's Next?
Stack Athletics plans to launch a dedicated Nick Kyrgios line in 2026, which will further integrate his style and ideas into the brand's offerings. The upcoming 'Battle of the Sexes' exhibition match in Dubai, where Kyrgios will wear Stack gear, marks a significant opportunity for the brand to gain international exposure. As Kyrgios continues to contribute to product development, Stack Athletics is expected to release new designs that blend traditional court aesthetics with street culture influences. This collaboration could inspire other athletes to pursue similar roles, potentially leading to more athlete-driven brands in the sports apparel industry.
