Serve! Pat Rafter launches new racquet sports brand

The rise of sports such as Padel and Pickleball has led to surge of interest from fashion, lifestyle and luxury brands.

Pat Rafter, centre with Rallee co-founders and co-ceos Dave Keam, left, and James Gourley.

Tennis, long considered the byword in on-court chic, has competition in the sartorial stakes.

The new player? Padel. Indeed, according to the International Padel Federation the sport - once the preserve of the gently sportif rich - now has 25 million players around the world, up 40 per cent since 2022.

The Princess of Wales is said to be a fan, so too British rapper and singer Stormzy and David Beckham.

The game is said to have been invented by Mexican businessman Enrique Corcuera, who put in a Padel court in his holiday home in 1969, the sport has become a fixture at some exclusive members clubs. It is a little less egalitarian than the other racquet sport rocketing in popularity - Pickleball - which you can kind of play anywhere, including a converted bowling green.

Given Padel is played on an enclosed court with specific paddles and balls - often in doubles and with underhand serves - it makes sense that it has attracted limited-edition products from the likes of Prada and Valentino, as well as sponsorships from watch brands such as Richard Mille. It’s attracted the likes of more traditional sporting goods purveyors like Nike and Adidas too.

Some of its new players, as it happens, are Grand Slam champions.

Pat Rafter, who was announced as the founding ambassador of Padel Australia in April this year, is the co-founder of new Byron Bay-based Australian racquet wear brand Rallee. The brand will cater to all racquet sports, with a focus on retro style and modern function.

Fashion is a whole new challenge for Rafter.

“It’s something that I have never explored before, fashion is a tough industry, but I like to take some business risks especially if they look like fun, and this one is fun,” he says.

Which is not to say that Padel is not also a challenge.

“Padel is a game with many layers, it’s tricky and complex …I am hooked. It’s a cross between tennis and squash, but then again, it’s entirely its own game. I have so much to learn, and I am running out of time, so I am getting as much in as I can,” he says.

“I’m still trying to mix it up with the young fellas, playing tournaments, the competitions are so much fun. I can’t help myself, I really like to compete.”

A look from Rallee, which launches next week.

On-court looks is something he does have experience with.

“My favourite on court outfit was the one that I wore to win the US open in 1997. I was with Reebok and they accidentally gave me the European clothing for the European players. I was supposed to be wearing the American range but I pulled it out, thought it was pretty cool and wore it,” he says.

“Reebok didn’t have the heart to tell me to stop wearing it and I was cruising and winning through the US open so they just let me be.”

As for his own on-court style icons?

“My tennis style icon of tennis will always be Bjorn Borg. Classic outfits still are the best. Shorts are a little bit tight but how cool were Bjorn and Johnny Mac?”

For co-founders, Dave Keam and James Gourley, both with backgrounds in marketing and a shared enthusiasm for racquet sports - partnering with Rafter was a no-brainer.

“Pat is such an icon and legendary human, we honestly couldn’t think of anyone better to have in our corner and to bring credibility to the Rallee brand,” says Gourley.

The brand has received investment from Powderfinger frontman Bernard Fanning and Darren Middleton, Powderfinger lead guitarist and frontman.

Its more accessible price points (the most expensive are the vintage-inspired terry towelling onesies) is part of its bid to widen the appeal of racquet sports.

Whether you win or lose, they might add.

The pair hope to take the brand global, and to build a community around the kit.

“The name Rallee is inspired by the fact that whoever you are or however you play (good or bad), there’s nothing like the feeling of a good rally. We want our brand to represent that feeling,” says Keam.

“We want to establish a brand that’s relatable, accessible, and provides a deeper sense of community among social players.”

Rallee’s debut collection will be available from Monday, November 25, rallee.com.au