When you think of tennis apparel, what comes to mind, is it the traditional white tennis skirt and shoes, with a strategically placed wristband? Better yet, can you see yourself (or anyone you know) actually wearing this?
After hearing several members of the hip-hop community state, “I love tennis, but I hate the clothes,” entrepreneur Marvin Coleman realized that the face and image of tennis is drastically moving away from the pristine uniforms and refined image of the past. It was at this point he designed and developed 40 Luv Clothing. 40 Luv Clothing is the first tennis apparel line geared exclusively to the ever-growing and trend-setting urban market. Having worked in the fashion and entertainment industries for over 10 years, Coleman knew that that the “urban” market often acts as influencers and determines what the latest trends and styles will be. Coleman’s designs were just what tennis needed – tennis apparel with a bit of an edge!
Blending together both fashion and sports, 40 Luv Clothing answers the calls of new tennis fans that cannot relate to the generic image that tennis has typically portrayed. Whether it’s Andy Roddick being photographed at a Hollywood movie premiere or Serena Williams conversing with NBA players, tennis, entertainment, fashion and urban clothing are all melting together into pop culture, making way for highly specialized brands such as 40 Luv Clothing.
40 Luv Clothing officially made its debut at the 2004 U.S. Open with an advertorial, which appeared on USA Networks. “Launching at the U.S. Open to acclaim from top tennis insiders was more than I could have asked for,” stated Marvin Coleman, President and C.E.O, 40 Luv Clothing. “Watching the positive reaction to the line from top tennis professionals proves that even today’s tennis players want to dress with a little more flavor.”
After the USA Networks profile, requests began to pour in. Though the line wasn’t set to officially launch until spring 2005, demand insisted that Coleman begin offering the line by special order. And like its name – meaning a perfect, winning tennis score – 40 Luv Clothing continues to win over fans in both the sports and entertainment industries, with initial requests for branded, signature pieces coming in from some of today’s top urban fashionistas.
40 Luv Clothing, tennis apparel’s wildcard, plans to win over the urban fashion world as well. Urban fashion is extremely profitable and currently sells over $2 billion in clothing per year. 40 Luv Clothing will initially compete with established urban brands such as Baby Phat, Enyce, Sean John and Roc-a-Wear. However 40 Luv Clothing is the final piece in today’s sports apparel puzzle. By specifically compounding on younger and hipper audiences newfound love of tennis, 40 Luv Clothing will also compete with top sports line such as Adidas and Reebok in the over $200 million a year tennis apparel market.
Living by the age-old philosophy of “to whom much is given, much is expected”, 40 Luv Clothing will also conduct tennis clinics in underserved areas, typically ignored by tennis. 40 Luv Clothing will ultimately be responsible for changing the image of tennis, making one of the most segregated sports become more culturally inclusive.
40 Luv Clothing will be available in select retail outlets in spring 2005.
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