If you were asked to describe Slazenger, you’d likely say it was a tennis brand. Or maybe you associate it with golf. For younger consumers, however, the name often evokes discount bins, or no recognition at all.
Once a major sportswear brand, Slazenger even made a cameo in pop culture when Sean Connery’s James Bond wore a Slazenger jumper while playing golf in Goldfinger. Over the past two decades, however, rivals like Wilson, Yonex, Titleist, and Callaway have eclipsed the brand in tennis and golf markets.
Slazenger remains the official ball supplier for Wimbledon but is now owned by Mike Ashley’s Frasers Group, which runs Sports Direct, House of Fraser, and Flannels. Ashley’s company has a history of acquiring legacy sports brands that have fallen on hard times, including Dunlop, Everlast, Firetrap, Jack Wills, and LA Gear. These brands are often sold at low prices, appealing to consumers with budget-friendly offerings rather than aiming to revive the brand’s prestige.
The challenge for Slazenger is capturing the attention of Gen Z, those born between 1997 and 2012, now aged 14 to 29. This demographic represents roughly a quarter of the global population and a growing share of consumer spending. Companies have long targeted young adults because they are socially active, financially independent, and forming long-term brand loyalties.
Recognising the gap, Slazenger recently enlisted TikTok influencer Alexei Hamblin to help modernise its image. Hamblin publicly criticised the brand online for its old-fashioned designs. Instead of ignoring him, Slazenger invited him to take a central role in reshaping the brand, documenting the process on social media and soliciting follower input.
The strategy aims to signal authenticity, a key factor for Gen Z consumers who are sceptical of overt marketing. Hamblin’s content has already attracted hundreds of thousands of views, presenting a low-risk way for the brand to reconnect with younger audiences.
Slazenger’s approach reflects a broader trend in marketing to Gen Z. Brands like Wendy’s and Duolingo have built large online followings by adopting humorous, informal voices that engage directly with their audience. Similarly, Barbie reinvented itself through the 2023 Margot Robbie film, boosting doll sales by 25% by embracing a self-aware and culturally relevant narrative.
Not all attempts succeed. Jaguar’s 2024 rebrand, which removed its iconic logo and focused on abstract visuals, was criticised for alienating consumers and failing to showcase its cars, illustrating the risks of misjudging youth culture.
For Slazenger, partnering with an influencer like Hamblin represents a calculated gamble. By blending heritage with modern sensibilities and social media engagement, the brand hopes to regain relevance with a generation that values authenticity, creativity, and connection over traditional advertising.
