On and Beams’ Tennis Collaboration is Fit for ‘Challengers’
Japanese retailer Beams and Swiss sportswear brand On have come together to create a tennis-inspired athleisure capsule collection fit for Art Donaldson, the character played by Mike Faist in Luca Guadagnino’s “Challengers.”
“The collaboration between Beams and On was inspired by the desire to blend technical expertise with high-quality lifestyle products,” said Lucy Delacherois Day, senior director of performance at On.
“Both brands aim to transform the tennis and fashion landscape by creating a unique line of sportswear and everyday products that appeal to both tennis enthusiasts and fashion-conscious consumers,” she added.
The timely collaboration comes as tennis takes over 2024, from the documentary “Nasty” based on Ilie Năstase to luxury brands such as Hugo Boss lapping up tennis players as ambassadors.
The brands focused on creating pieces that are wearable on and off the court. Apparel, such as tracksuits, shorts, and co-branded shirts, come in black, white, and pine green. A cream synthetic leather sneaker, complete with a green sole and gold detailing, rounds the collection out.
“Beams and On seek to make tennis culture more accessible and appealing to a broader audience, breaking down the sport‘s traditional barriers and unwritten rules. The collection is designed to resonate with both tennis enthusiasts and fashion-forward individuals, ultimately expanding the reach and influence of tennis culture,” explained Delacherois Day.
The collaboration is the latest in a string of winning news for On. Previously counting Loewe, Post Archive Faction, and WalkGood Wellness as collaborators, in March 2023 the brand reported posting a net income of 57.7 million Swiss francs with net sales rising 68.7 percent to 1.22 billion Swiss francs in its first full year as a public company.
