“This world seems to be occupied by yoga wear. It's boring. It's not right or wrong, but it's not my style.†said Marguerite Wade, a fashion designer. Although she has never been a fashion designer, she has always been "mixed" in the fashion industry. In addition, she is still a tennis fanatic and will play both hands in time. The most admired tennis players are Chrissy Evert, Williams and Serena Williams.
In 2014, Marguerite Wade founded a sports brand inspired by tennis, Full Court, because he could not find his favorite tennis suit.
“At the time I was playing tennis, and my friend spit on it. I should do something more cool than the tennis suits on the market. So I did it.†Marguerite Wade said, “The color of tennis clothes on the market is always White and pink, this is not my style. I want to do some deeper, more urban style designs."
Marguerite Wade envisages that the target consumer is a busy person living in the city and will occasionally take the subway, but he does not want to fly in small skirts, love fashion and love sports.
Since its establishment, Full Court has released a total of 3 seasons. In color, it goes beyond the traditional white and pink, using blue, green, orange and gray. In addition to the classic shapes of tennis skirts that followed the professional sportswear, one of the details Marguerite Wade insisted on in each series was the design of a small pocket that could be used for tennis - now it is a bright spot in the Full Court series. The latest series, which costs between $60 and $285, has white, blue, and rose colors. The windbreaker hoodie is a newly introduced style that uses bright green. The three series do not look the same as the popular yoga sportswear on the market.
At present, all production of Full Court is completed in the United States. Marguerite Wade found a supplier of fabrics in Portland, where Nike is headquartered, and also found the first Full Court for a collaboration with the National University Sports Association.
Unlike the niche brands that did not use middlemen to directly deal with e-commerce, the initial channels for Full Court were Opening Ceremony, Urban Outfitters and Style Runner. It was only in June this year that e-commerce was established, starting with only 12 models.
Every season's clothes, Marguerite Wade tries to maintain the aesthetic and layout of Full Court, but try different fabrics, such as moisture absorption, antibacterial and other new features.
“I don't only want to design good-looking tennis clothes, but I also hope that these clothes will enable girls to wear the same sport after exercise. Now people wear sportswear all day, but I have always been like this.†Marguerite Wade said.
In the next 4th series, Marguerite Wade will try a genderless tennis sportswear. "It will be an interesting challenge. Now Full Court has attracted the attention of some male consumers." She said.
Another plan of Full Court is that in addition to fashion boutiques, it is also expected to enter professional sports retail channels such as Paragon Sports.
The title map and the text map from: fullcourtsport.com
Source: Curiosity Daily
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