Tennis Identity

Pat Cash-es in with ellesse

Ellesse has signed former Wimbledon champion Pat Cash to re-represent the brand, joining Tommy Haas and Elina Svitolina. Below is Pat now and then, holding the Wimbledon Boy's Champion trophy in 1982- a sign of things to come.  

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Cash said: “It’s great to join ellesse and I can’t wait to work with the brand to help develop and promote their fantastic clothing. Sportswear has evolved a lot since my early playing days, but ellesse remains a top player in tennis and I’m proud to join them at an exciting time for the brand."

“Tennis clothing these days is a long way better than it used to be. It’s breathable, it dries quickly. In my day we’d have quite thick shirts that the more you sweat, the hotter it got. You’d be carrying around kilos of water in your outfit. ellesse’s new gear is a fantastic combination of great style and practically.”

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Cash seems a curious choice- if you're marketing to a contemporary audience, a 1980s star won't move the needle much, will he? Especially if your brand is still unavailable in a rather large market:

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Personally, despite my Borg-centric style, I preferred the ellesse look back in the day.  I couldn't find it anywhere back then either! Note the racquet below; I'd love to know more about this frame – but it's probably just a paint job.

Ellesse

One thought on “Pat Cash-es in with ellesse”

  1. ellesse is unavailable anywhere apart from Japan where they have a sole distributor that does not sell outside its domestic market.
    Way to go guys, ignore the US and Europe at your own peril. What a shame to see such a great brand going down the drain before it even had a chance to start again.
    Love Cash in Ellesse, but what’s the point if you can’t get the stuff anywhere, no matter how hard you try?

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