Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Sports

Why Padel Is Luxury’s New Favourite Sport

Brands from Valentino to Prada and start-ups like Pulco Studios are vying to cash in on the racket sport’s aspirational aesthetic and affluent fanbase.
Dwyane Wade plays padel
Former NBA All-Star Dwyane Wade plays a game of padel at Reserve in Miami. The sport is riding a sudden wave of mainstream popularity in the US, with luxury brands piling in to access its wealthy fanbase. (Omar Vega)
By
BoF PROFESSIONAL

A decade ago, Wayne Boich played his first-ever game of padel while on a trip to Europe. Like a combination of tennis and squash, the fast-paced sport has been popular for decades and is played professionally in Mexico, Scandinavia and Southern Europe, yet had failed to gain widespread recognition.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Case Study | Fashion’s New Rules For Sports Marketing

Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

In This Article
Topics
Tags

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Sports
How the collision of sports and fashion is creating new opportunities in both industries.

Why On’s Hot 2025 Turned Into a Cautious 2026

On finished its 2025 fiscal year with 30 percent sales growth. Despite its successful run last year, the company isn’t getting ahead of itself for 2026. Co-founder David Allemann explains that and more in today’s newsletter.

What Is Nike Doing With Its ACG Label?

The activewear giant seems intent on turning its nearly 40-year-old niche outdoor fashion brand into a mainstream success. The plan hinges on convincing backpackers and athletes its rugged technical gear can perform just as well as The North Face or Arc’teryx.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.