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TikToker tasked with reinventing Slazenger sees first collection launch with Flannels

Heritage British sports brand Slazenger, which was acquired by Mike Ashley’s Frasers Group (formerly Sports Direct International) in 2004, has been undergoing something of a revamp under the creative lead of TikToker Alexei Hamblin.

A new nine-piece menswear and unisex capsule collection, under the title of Slazenger Off-Court, launches with Flannels tomorrow, 18 April, with a more premium feel than Slazenger has been known for in recent times, reimagined for a modern Gen Z consumer.

Creative Brand Consultant Hamblin, 23, was brought to the attention of Slazenger and Michael Murray, CEO at Frasers Group, following the TikToker’s TT series in which he had been critiquing the brand for how it had gone downhill since its days as a leading British sports brand.

Known in the TikTok world as ‘The Slazenger Guy’, he was then brought in “behind the scenes” to steer the brand into a vision that feels relevant to a youth market. And now the fruits of his labour, inspired by the golden era of British tennis, are here to be judged – not by an umpire, but by a Gen Z style set.

The first collection is fabricated from 100% cotton knitwear and sport-inspired yarn blends, with prices…

Gen Z stewardship: How 23-year-old Alexei Hamblin is repositioning Slazenger for a new era

At just 23, Alexei Hamblin is steering one of British sport’s most storied names into a new era. As the young designer and entrepreneur overseeing the transformation of Slazenger under the umbrella of Frasers Group, Hamblin is tasked with modernising a 140-year-old heritage brand without losing the legacy that made it iconic, exploring everything from its long-standing ties to Wimbledon to its deep roots in racquet sports.

Central to his strategy is cultural relevance. On TikTok, Hamblin has built a following by demystifying fashion and sport for younger audiences, breaking down everything from brand history to manufacturing in a way that feels accessible rather than institutional. That same direct-to-consumer approach is informing Slazenger’s repositioning: heritage reframed through a digital-native lens.

Next to product, the brand is doubling down on sport itself, most notably through an ambitious expansion into padel. With plans to open more than 10 new Slazenger Padel clubs across the UK in 2026, totalling around 150 courts nationwide, and a high-profile presence at the Hexagon Cup in Madrid, Slazenger is staking claim in one of the country’s fastest growing sports.

For Hamblin, by delving further into Slazenger’s historic ties, particularly during a period in which the intersection of…

Slazenger unveils new premium label Off-Court

Heritage sportswear brand Slazenger, known for its tennis and golf apparel and equipment, has launched a new, premium label, Off-Court, designed to reinvent the brand through “a bold, contemporary, Gen Z lens”.

Slazenger, part of the Frasers Group, states that the new Off-Court brand will represent its most premium offering to date, as it looks to bring the brand to the forefront “for a more trend-driven audience,” whilst paying homage to its sporting DNA.

Designed by 23-year-old creative brand consultant and TikToker, Alexei Hamblin, Off-Court debuts with a nine-piece lifestyle collection, offering apparel designed “for life beyond the court,” blending premium fabrics with a contemporary aesthetic for a new generation of Slazenger fans.

Commenting on the new launch, Hamblin said in a statement: “I’ve known Slazenger my whole life, probably for the wrong reasons, which always left me wondering what more it could be if it reached its full potential. As I learned more and more about its legacy, I became obsessed, and when Slazenger brought me in, I couldn’t believe I had this opportunity to bring my vision to life.

“A brand with genuine heritage and credibility deserves a place in today’s fashion…