The Junkyard Court: Between Hippie And Preppie

     Somewhere between hippie and preppie.  No pastels, of course.  Ever.  Pastels have no pop.  They have no place in tennis.  Prints should be banned.  No prints.  Multiple logo placements, multiple logo sizes, multiple logo colors.  Androgynous bias, with functionality and styles.  Reasonable fits, slenders have no room.  Only tights should be tight.  Inhibiting the extention needed to play true tennis is a tennis apparel crime.  Minimize the cotton.  It is a fundamental fabric, but only appropriate as part of a blend.  100% cotten or the ridiculous combed cotten are also not appropriate.

     Inevitably, shoes will be developed.  Make them durable.  That's it, durable.  The rubber and the upper.  Leather has been rendered obsolete.  It is a nice development for the cows.  They would much rather their skins become couches or automobile bucket seats or motorcycle club jackets.  Either way, like racquet grips, leather is no longer needed for tennis shoes.  Shoe color is a matter of personal preference, which can and should, be varied.  Dark or light.  Bright or dull.  Narrow or wide.  No pastels.

      Thermal wear should be very smooth looking, appropriate for any occasion, versatile and effective in a number of conditions.  Chills, winds, mists, and rains.  High quality zippers and tie strings that never recoil.  Collars are cool and an opportunity for innovation and distinction.  Again, any design interfering with the technical or athletic requirements of the player is fatally flawed.  Functionality at the bottom of any pant is important, and go deep on the pockets.  Yes, the pockets must be deep.  Deep enough to hold many balls. On both sides.  Drills, efficiency, e tc.

     Marketing should be constant and focused, all channels coordinated, interconnected and similar, persuing multiple creative avenues of apparel opportunities.  Rowing teams, table tennis, sponsorships, customized event attire.  Deliberate and recurring re-evaluation/adjustment  process must be scheduled early on.  Incremental changes over time.  Nothing, nothing is sacred.  Disciplined and illuminated communications.  Candid.  An offensive strategy to maximize and diversify tennis league enjoyment should be deployed quickly.  Utilizing all methods of cultural influence to inspire the ovarall mission of the brand.  Music, literature, art, dance, and glowface.  Clean, easy, obsessed.

     Roger Federer, the best.  A true slammer.  20 slams so far.  Impossible backhand, easy easy easy.  The king of the down under.  Internal disgust of mistakes, they are never accepted, only endured.  So Vantaggio.