Tennis Identity

Tretorn is back

Tretorn is making a run at a big comeback.  Late 60s early 70s, these tennis shoes were IT. If you played tennis, you wore these, especially if you were a country clubber. It WAS a different game back then but I am curious. Surely these will be lifestyle shoes.

SHOP Tretorn shoes.

Tretorn tennis shoes
Image via Tretorn on Instagram

 “With a heritage that spans more than 120 years Tretorn has an inherent and global association with tennis and luxury, ” said Jamie Salter, Chairman and CEO, ABG (the company working to usher the brand back into style). “Tretorn holds a unique place in the minds and hearts of consumers worldwide – from performance, to athleisure to style, Tretorn has made a statement on and off tennis courts for decades.“ – Quote via FN

The shoe has not been completely absent since its heyday in the US. Puma acquired Tretorn in 2002 but never put fire to the brand.

Marc Fisher Footwear has been selected to develop Tretorn footwear for ABG according to a recent report.  Tretorn  will also move into outerwear, bags and tennis equipment (!! see an oldie but goodie below). No word yet on who the partner will be in that category.

Vintage Tretorn Tennis Racquet
Image via Tretorn on Instagram

Tretorn shoes are iconic,” said Nick Woodhouse, President and CMO of ABG. “The Nylite was a favorite with Tennis stars from Björn Borg to Martina Navratilova and was celebrated as one of the first-ever sport shoes that exuded style off the court. With today’s lifestyle trends, now is the perfect time to welcome Tretorn to the ABG family and launch it into new categories and territories.” – via FN

Välkommen! That’s “welcome” in Swedish. I for one am excited to see what transpires.

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