Paddle tennis is one of the fastest growing sports globally. Nearly 30 million fans play it in 130 countries, according to the latest report from the International Paddle Federation. In Spain, more than 5.5 million people do it. Seagram’s identified this context and last year acted as a sponsor of Premier Padel in Spain through its alcohol-free line, Seagram’s 0.0%. This year it has not only renewed that bond, but now reinforces it with a fashion capsule collection.
To do this, they have joined forces with the Spanish designer Juan Carlos Pajares (JCPajares), and the True agency, and from the collaboration a line of clothing has emerged inspired by the rise of paddle tennis not only as a sport, but also as a social and aesthetic phenomenon. In a statement, the brand points out that the initiative is based on the so-called “padelcore”, and seeks to provide a sophisticated, modern and aspirational look to the trend.
The collection seeks to connect sport, fashion and cultural relevance in an elegant and urban key, according to Seagram’s 0.0%. It consists of jackets, long and short pants, sweatshirts, and t-shirts of different types and polo shirts. As the brand points out, the garments combine comfort and sophistication, high-quality fabrics and versatile silhouettes. Black and blue colors abound, representative of both the brand and the designer.
According to JCPajares, a commercial proposal was sought, unisex and very focused on design, but aligned with Seagram’s 0.0% codes. The designer assures that it is made in Madrid with premium materials. “The collection gives life to a sporty but elevated proposal that combines technical fabrics with more sophisticated ones, transforming sports inspiration into fashion.”, he pointed out.
The campaign has been presented with various audiovisual pieces and photographs that have been published on Seagrams’ social profiles and digital platforms. The collection will be available starting next November 3 through the PJPajares website.
“This collection goes beyond a collaboration. The universe of JCPajares fits naturally with the attitude of Seagram’s 0.0%“said Laura Judit Rodríguez, Brand Manager of the brand. “Together we have reinterpreted the codes of the sports lifestyle and elevated the aesthetics of paddle tennis to a new fashion language.”.
The initiative is part of the brand’s commitment to paddle tennis. Seagram’s 0.0% was the official sponsor of the Premier Pádel de Madrid, held between September 2 and 7 at the Movistar Arena. On previous occasions, it has also sponsored tournaments held in Valladolid, Málaga or Tarragona.
Like other advertisers, Seagram’s 0.0% has associated itself with this sport seeking, among other things, a less saturated advertising environment and connection with a passionate and highly participatory community.
In reason.Why We analyze the opportunities that paddle tennis offers for the strategies and objectives of the brands and we developed an editorial series of four installments in which we delve deeper into the phenomenon:
