Slazenger unveils fresh summer campaign under new creative direction

Slazenger’s new summer campaign lands as a clear reset, not a routine seasonal drop. Frasers Group-owned Slazenger has put its first campaign under new creative director Alexei Hamblin in front of a more modern, fashion-facing audience, and the brand is leaning hard into activewear, sport-lifestyle crossover and a cleaner, easier tone.

Hamblin, who has been described as a 23-year-old TikTok creator, has been given full creative control, which makes this feel more considered than a logo refresh. Slazenger’s own Off-Court line spells out the direction bluntly: it “redefines British sporting heritage through premium contemporary fashion.” That is not the language of a dusty archive brand. It is the language of a label trying to sell you a wardrobe, starting with premium T-shirts, knitted polos and elevated knitwear that read better off the court than on it.

The distribution tells the same story. Slazenger launched a first collection with Flannels, then followed with a second lifestyle collection, a move that puts the brand in the orbit of shoppers who already buy sportswear as part of a fashion rotation. That matters more than the campaign gloss. Plenty of legacy names can shoot a polished lookbook; fewer can get their product into the right retail rooms and make the clothes feel like they belong there.

There is also a bigger swing behind the imagery. Sporting Goods Intelligence linked Hamblin’s first campaign to a 43-minute comedy film tied to an attempt to break the 2010 record for the longest tennis match, which gives the relaunch a stranger, more ambitious edge than a standard heritage play. The project also seems to have kept one foot in the archive, with an Instagram post saying Hamblin was contacted by the founder’s great-grandson for deeper historical context while the work was being built.

That mix, fashion product, social-first creative direction, lifestyle retail and a willingness to make a long-form film, makes Slazenger’s pivot look more credible than a cosmetic rebrand. The brand is not just borrowing summer as a mood; it is trying to rebuild itself around clothes that can live in a contemporary wardrobe, and that is a much harder, and more convincing, move.