BEAMS and On Launch Tennis Lifestyle Collection
Zürich, Schweiz – 01.07.2024 – In a dynamic fusion of tennis culture and fashion, BEAMS and On proudly announce their collaboration aimed at transforming the tennis and fashion landscape. The collection will be pre-launched at BEAMS MEN SHIBUYA in Tokyo on June 29, 2024 and will be available worldwide on July 1. It includes a meticulously crafted range of sportswear and lifestyle products designed to bridge the gap between on-court performance and off-court style.
2024 marks a pivotal year for tennis culture, and BEAMS and On are ready to make a significant impact. The goal is to establish a presence in the tennis world by introducing a unique line of sportswear and everyday products that resonate with both tennis enthusiasts and fashion-conscious consumers. By partnering with BEAMS, On combines technical expertise with BEAMS' long-standing tradition of curating high-quality lifestyle products. Tennis on its own is iconic, from Grand Slams to the sport's aesthetics and sportsmanship, captivating communities worldwide and significantly influencing fashion. However, the sport is also known for its unwritten rules, unique language, and closed communities. BEAMS and On aim to democratize the love for tennis, blending timeless aesthetics with modern youth culture and street style.
The collaboration introduces a collection featuring On’s THE ROGER Pro, designed as a lifestyle shoe that also excels on the tennis court. Key features include a synthetic leather upper, BEAMS debossed logo on the heel, Japanese and Swiss flags, gold logo details, and a sock liner referencing Wimbledon grass. In addition to THE ROGER Pro, the collaboration features a collection of apparel, including a tracksuit, shorts, and a co-branded shirt. This collection aims to leave a mark on both the tennis and fashion industries, appealing to a broad range of fashion connoisseurs.
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About BEAMS
BEAMS opened its first store in Harajuku, Tokyo in 1976. Since then, BEAMS has led the way as a pioneer of select stores that purchase and offer everything related to fashion and lifestyle from around the world. The company also has an extensive track record as a planning group that creates new value through collaboration, providing creative solutions in a variety of genres far beyond the realm of fashion. The company has about 170 stores in Japan and Asia, and is supported by many people of all ages.
About On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Fourteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On’s award-winning CloudTec® innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On.On is present in more than 60 countries globally and engages with a digital community on www.on.com.