We've got the U.S. Open in New York right around the corner -- that's tennis folks -- and one of America's most recognizable stars, James Blake, has announced a collaboration with Fila to develop co-branded apparel. The agreement is being called a "co-branded collaboration" that is "inspired by the ATP world Tour tennis star's life and interests."
The collaboration between the two started back in January, when Blake and privately owned Fila began developing co-branded footwear, apparel, and accessories. The trademark was developed by Blake, and he settled on Thomas Reynolds as the line's name. Thomas Reynolds is the first and middle name of James' father, who Blake notes he was blessed to grow up with because his father taught him values that have been "the key to his success both on and off court." Blake's father passed away in 2004, succumbing to cancer.
The line features two different shades of blue, which Blake attributes to his favorite college -- which he didn't name, but it sure looks like North Carolina. Furthermore, the design hearkens back to some of the styles worn by Bjorn Borg (excuse the blurry picture, perhaps that is why the shoulder stripes look blue?). Of course, maybe that is why I like Blake's design. It is simple and almost retro -- crisp and clean without neon green or yellow. Fila is enjoying a resurgence of late, with the company pushing out several throwback style sweatsuits and shoes in some major retailers. Not saying I would wear any of the clothes, but it is nice to see more challengers stepping up to take on the big guys.
Several other tennis players have their own lines: Roger Federer, Venus Williams, and Rafa Nadal. But, as Darren Rovell points out, these lines are named after the stars and the logo features their initials or a silhouette. If you scroll down the page, you will get a closeup of James Blake's logo, which I like again. While some may believe it is risky to name a line after a relative, I kind of like it. This move makes it seem like Blake is saying, this isn't about me, it is about getting out the name and story of my father. One thing is certain, Blake will get out the name and story of his father, as he is one of the more popular and better U.S. tennis players (either ranking right up with or just behind Andy Roddick), so he should have plenty of coverage when the U.S. Open kicks off.
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