PHILADELPHIA, PA, May 2, 2023

Ellesse, the iconic sportswear brand, announced today that it will be the exclusive launch sponsor of Court Theory, a new boutique tennis media venture by journalist Allen McDuffee. 

The month-long sponsorship agreement will bring Court Theory readers one-of-a-kind opportunities to win Ellesse gear, and provide exclusive content across all of its platforms to highlight the brand’s offerings. 

“This launch partnership is a great opportunity to introduce Ellesse to a new generation of tennis players and fans,” said Dave Emkey of NewCo Brands, the exclusive distributor of Ellesse in the United States. “Ellesse has a very rich history, known for quality and design. We see this collaboration as the perfect occasion to present Ellesse to a discerning tennis audience looking for the high-quality content that Court Theory will deliver.” 

“It’s hard to think of a better brand to have supporting Court Theory right from the beginning than Ellesse,” said Court Theory creator Allen McDuffee. “I’ve been an Ellesse fan since the 1980s, so this is a dream partnership in every way imaginable.” 

Court Theory will launch during the French Open (May 28-June 11, 2023). The journalistic endeavor will provide daily writing, a weekly newsletter, a forthcoming podcast, and a strong social media presence. 

ABOUT ELLESSE
Ellesse was founded in 1959 by Leonardo Servadio in Perugia, Italy. The company’s name comes from Servadio’s initials, “L.S.,” which are pronounced “elle” and “esse” in Italian. From the outset, Ellesse focused on skiwear and tennis clothing and gained popularity in the 1970s and 1980s for blending activewear and lifestyle fashion with an Italian flair. Over the years, some of the greatest players in tennis have worn Ellesse, including: Chris Evert, Boris Becker, Hana Mandlikova, Guillermo Vilas, Tommy Haas, Anna Kournikova, Feliciano Lopez, and Johanna Konta, among others.

ABOUT COURT THEORY 
Court Theory is a boutique journalism venture launching in May 2023 by Allen McDuffee, a journalist previously with The Washington Post, Wired, and The Atlantic. The new venture will offer daily writing, a weekly newsletter, and a podcast (launching later in 2023) — all dedicated to tennis culture from the pro tour to the public courts, with an eye toward powerful stories and critical analysis.  

ABOUT NEWCO BRANDS
NewCo Brands is the exclusive Ellesse distributor in the U.S. for racquet sports. The company specializes in the racquet sports industry, including footwear, apparel, accessories, and other equipment. The NewCo Brands team has more than 50 years of combined experience in wholesale distribution, retail operations, brand management, and product development.