Vuori Aims to Capture Tennis Market with Jack Draper Partnership

## Vuori’s Expansion into Tennis: Jack Draper Partnership

California-based lifestyle and performance brand Vuori is set to venture further into the tennis realm by partnering with British tennis sensation Jack Draper. This multi-year agreement was announced just ahead of the US Open in New York.

Vuori aims to enhance its athlete roster, which includes other prominent figures like American football tight end Colston Loveland and freestyle skier Thibault Magnin. This collaboration highlights Vuori’s commitment to making a significant impact in tennis as part of its broader global ambitions spanning sport, style, and wellness.

Joe Kudla, founder and CEO of Vuori, expressed enthusiasm about the partnership, stating, “Jack represents the next generation of tennis—bold, driven, and authentic. We’re excited to welcome him to the Vuori family.”

Draper, the current top-ranked British player at world number five, will act as a global ambassador for the Vuori brand at the 2023 US Open. He is also set to collaborate with Vuori on a signature line to be rolled out in the future. Notably, Draper’s move to Vuori marks a departure from his previous affiliation with Nike, which he sported during his recent appearance at Wimbledon.

In discussing his new role, Draper said, “For me, style is about how you carry yourself, what you wear, and owning who you are without hesitation.” He emphasized that embracing personal style is a powerful form of self-expression, adding, “That’s why collaborating with Vuori is so exciting. It’s a chance to create something innovative and authentic, with no compromises.”

## Vuori’s Commitment to Tennis

Vuori’s move into the tennis sector represents a fitting extension for the brand established in 2015 by Kudla in Encinitas, California. With a focus on premium performance apparel and elevated everyday styles, Vuori has introduced a range of products, including women’s, gym, and lifestyle wear.

Notable men’s products, such as the sleeveless viewpoint muscle tank and Kore shorts, have garnered popularity among amateur tennis players. With Draper now showcasing these items, it lends authenticity to Vuori’s ambitions in the tennis market. The brand has also expanded its offerings to include tennis-specific clothing for women.

Selecting Draper as the face of its tennis expansion is a strategic move for Vuori. His appeal extends beyond tennis; he’s also a recognized figure in fashion, having struck deals with IMG Models and luxury brands like Burberry. Draper represents a new wave of exciting tennis talent, alongside stars like Carlos Alcaraz and Jannik Sinner.

This announcement follows Vuori’s recent efforts for global expansion, now available in over 18 countries. The brand aims to surpass 100 stores worldwide by the end of 2025, including both US and UK locations. By 2026, they plan to have 15 stores beyond the US, reflecting their commitment to international growth.

In July, Vuori revealed plans to enhance its physical presence in Asia, with franchises set to open in Seoul, South Korea, and Beijing, China. Their e-commerce platform is also growing, launching in several countries across Europe and beyond, strengthening their digital presence.

Vuori has been making headlines for its strategic partnerships, including one with Cindy Crawford and her family, enhancing its visibility in the fashion and fitness arenas.