UK tennis and lifestyle heritage launch
From the tennis courts of the late 1950’s and early 1960s, the Australian L’Alpina range of sports clothing was synonymous with style, practicality and comfort. By using innovative designs and technically advanced materials, the Australian brand pioneered the modern sports clothing scene and set the way for sports clothing to be also worn as stylish leisurewear.
With the instantly-recognisable kangaroo emblem, the iconic heritage Italian tennis and lifestyle clothing and apparel brand, Australian L’Alpina, is launching its first men’s spring and summer tennis and sports lifestyle clothing collections in the UK.
Australian L’Alpina have now produced a timeless 2017 summer and spring clothing and apparel range, with the focus placed on the brands rich tennis heritage over the previous 60 years.
Fashion and tennis go hand-in-hand. Australian were progressive in their thinking back then, backing the best and brightest players and our identity remains central to everything we do. We feel that our new collection is a nod to our past, whist embracing the trends, technologies and raw materials of the future.”
Australian L’Alpina Founder, Mr Giordano Maioli
There is a massive opportunity for Australian L’Alpina to grow in the UK sports retail market. With tennis very much on the up in this country and a growing desire for retro, classic tennis and lifestyle sportswear we feel that now is the perfect time for Australian L’Alpina to launch their spring and summer tennis and sports clothing ranges into the UK. Looking good breeds a confidence that you simply can’t buy!”
UK Australian L’Alpina Managing Director, Peter Coulstock
“The quality, comfort and pleasing aesthetics of the entire range is a combination that has come with a lot of time and persistence. We’re really excited that we’ve been able to meet the demand for a classic collection, with a modern twist and look forward to innovating, expanding and diversifying into different products and territories, soon. “
Lorenzo Maioli, Head of Design at Australian L’Alpina
Australian L’Alpina is the official technical clothing sponsor to The Internazionali BNL d’Italia at the Foro Italico in Rome last week, featuring the best players in the world where high fashion, fine food, fabulous shopping and celebrity music have made the tournament one of the most glamorous stops on the ATP World Tour.
Australian L’Alpina peaked in the 80’s, boasting sponsorship of many world-famous tennis players, such as Ivan Lendl, Hana Mandlikova, Elena Sukova, Anders Jarrid, Tomas Smid, Andrei Cesnokov, Goran Ivanisevic, Petr Korda and Jiri Novak. Today sponsored players include Frantisak Cermak, Karol Beck Italian No.2, Paolo Lorenzi and not to mention, 3 times World Champions for Italy.
The attention to detail is just right for today’s men and women who want something that is practical and elegant, and can worn for either for sport or for everyday casual wear. The range has a fresh, urban twist, well-suited to the current trends in UK sports fashion market.
The trend has continued to the modern era with many of the new breed of professional tennis players adopting the Australian brand. Similarly, the range of clothing is seen as a modern retro styled classic and worn by people who cherish its sporting heritage and unique style.
Outside the elite tennis circles, Australian L’Alpina is 100% made in Italy, worn by over 250 coaches and promising players and is distributed across 13 countries. Additionally, Australian L’Alpina has made it their mission to serve all levels of the lifestyle and tennis sector, from the enthusiast to the elite. With the world’s first pure Merino wool tennis collection announced earlier this year, in collaboration with the Woolmark Company, Australian is proud to uphold its rich heritage and pioneering nature.
Our brief has been to increase brand awareness in the UK of the new tennis and lifestyle clothing collections.
Our PR strategy has been to build brand awareness through product placement opportunities in the tennis, sport and lifestyle consumer media, social media and through fashion reviews with tennis, sports and lifestyle bloggers. We have also run competitions, reader-offer, promotions and product giveaways.
We are also looking at opportunities to sponsor leading tennis players, tennis coaches and other high-profile influencers and also clothing sponsorship of several pre-Wimbledon tennis exhibition tournaments in the UK.
- PR planning for Australian L’Alpina
- Key messaging
- Press release drafting and distribution
- Media and blogger outreach
- Influencer outreach
- Sponsorship of James Ward, former British No.2 and Davis Cup winner
- Client meetings and reporting
- Press cuttings book
The illustrious past of Australian L’Alpina is certainly paving the way for an exciting future, both in tennis and fashion.
See the video showreel here: