Boast is taking its classic tennis heritage into a youthful era with a redesigned women’s collection as the racket sport sets its sights on Gen Z
Most legacy tennis brands lean on nostalgia. Boast is turning that heritage into something more modern, as the revival of old-school prep takes hold and a younger generation picks up racquets.
The Original American Tennis Brand, founded in 1973 by an All-American squash player and tennis pro and now under new ownership, has launched its 2025-2026 women’s collection as a redesigned line that bridges performance and lifestyle apparel.
Available now online and at leading tennis retailers nationwide, the 13-piece line features a neutral palette, refined tipping details and Boast’s signature Japanese Maple Leaf logo. Prices range from $58 to $148 and include the Phaedra V-Neck Dress, the Crew Boxy Sweatshirt, and the Sweat Short in soft French terry.
credit: Boast
“Our lead designer has a rich background in athletic design and has captured the needs of the modern female tennis player on and off the court,” Boast owner and CEO Matt Feuer said. “Her discerning eye for detail and mastery of combining elevated fabrics that can perform in motion sets the collection apart in this category.”
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And while pickleball and padel may dominate headlines, tennis is holding its own, especially in the activewear space. The recent U.S. Open proved it’s as much a fashion runway as a tournament, with brands including Gucci and Miu Miu making headlines.
At the same time, tennis is working to capture a younger generation of fans. Earlier this year, the Association of Tennis Professionals (ATP) announced a new content partnership with Overtime, the social media platform known for its reach among millennial and Gen Z audiences. The partnership offers behind-the-scenes coverage from ATP events, including the Masters 1000 tournaments and the Nitto ATP Finals, expanding the sport’s reach to a new audience through short-form storytelling and influencer-driven content.
In the meantime, Gen Z is carving its own lane on the court. In Los Angeles, that’s taking shape through spaces like Sunset Tennis Club, described in The Los Angeles Times as a “floating tennis club” with country club vibes but none of the gatekeeping. Founded in 2022 by Anna and Kacper Owsian, the members-only concept swaps exclusivity for community, offering clinics and social events across private courts in Beverly Hills and Brentwood.