With a launch party in a trendy area downtown in New York City, which was hosted by Partners & Spade, the
, is back on the scene! With its traditional cotton shirts with colored piping across the collar displayed in glass
enclosed cases on a table at the launch party and "modeled" by extremely good-looking waiters, Boast "announced" its return. Boast shirts, which were originally favored by the male country club set, are a far cry from the synthetic, collarless, and often sleeveless, shirts worn by today's top male tennis stars. Nonetheless, that is not the market Boast is aiming to capture. Certainly, tennis players at exclusive private tennis clubs are one target audience, but the city hipster who wears "tennis shoes" out to dinner on Saturday night is definitely another prime target for Boast.
Boast is not the first "retro" tennis brand to return to the tennis scene while also hitting the "cool club kid" market. Lacoste has been riding Andy Roddick's
shirttails into "city chic" for many years. Fred Perry
, which was worn by Scotsman, Andy Murray, for several years, has made a serious push back into the marketplace with stores in key major cities around the world. Italian brand, Sergio Tacchini
, has also recently "relaunched" with Novak Djokovic
as its leading endorsee while Ellesse, worn by Boris Becker and Chris Evert decades ago, is also on the comeback trail. French brand, Le Coq Sporitf, which was brought to prominence by French Open
Champion, Yannick Noah, thirty years ago, is also back in the marketplace more prominently.
The Boast brand and approach, with its embroidered Japanese maple leaf logo, most closely aligns with Fred Perry from a style and positioning standpoint, although it has been an American brand historically. As the relaunch continues, Boast will face the challenge of differentiating itself in the crowded "retro chic" tennis apparel
marketplace. Success will most likely be about more than quality products and design, but also savvy marketing and PR efforts. If the packed launch party was any indication, there are more than a few stylishly cool city folk in its future!