Professional tennis returned to Madison Square Garden on December 4th with The Garden Cup, a special one-night-only exhibition tennis match that featured four of the biggest stars in the sport. Four-time grand slam champion Carlos Alcaraz took on American powerhouse Ben Shelton, and US Open stars Jessica Pegula and Emma Navarro squared off in an All-American battle.
Though Alcaraz defeated Shelton, and Navarro bested Pegula, exhibition tennis is not really about the competition. Yes, the players are out there to win, but they are really out there to put on a show with a display of behind-the-back, through-the-legs, around-the-net trick shots that elicit a roar from the crowd every point. And speaking of the crowd, occasionally they get pulled on to the court to play a point or two.
One of the sponsors of the Garden Cup was cult tennis brand BOAST who outfitted the officials, event staff, and ball persons. BOAST was also the presenting sponsor of The Garden Cup Junior Match featuring rising stars and identical twins Kristina and Annika Penickova. Since 2008, Madison Square Garden has been a platform for showcasing the best young tennis players in the world, giving juniors the opportunity to experience competition in one of the most iconic venues in sports. Past participants include US Open champions Coco Gauff and Sloane Stephens, as well as American standouts Frances Tiafoe and Reilly Opelka.
BOAST was founded in 1973 in Greenwich, Connecticut by a group of All-American, Ivy League squash and tennis players. With its distinctive logo that looked uncannily like a marijuana leaf (it was a Japanese maple leaf), BOAST infused a lighthearted irreverence into the traditional country club sports culture. It brought a unique spin to the sport, juxtaposed to the traditional European tennis brands. BOAST became popular in the culture at large as well, worn by the likes of John McEnroe, George W. Bush, and Tom Cruise in Risky Business.
Now under new ownership, recently purchased by footwear industry veteran, Matthew Feuer, BOAST is looking to reclaim its stake in the tennis, racquet, and sport-leisure markets by building on its established lifestyle aesthetic to capture a new audience, while remaining authentic to fans of its heritage. “In the 80s, I played high school tennis and always loved BOAST. As a teen, it felt unique and special to wear the apparel,” said Feuer, owner BOAST LLC. “I appreciate the BOAST legacy and authenticity rooted in sport. BOAST was established in the world that other brands are inspired by and we want to embrace and expand on this history.”
Current BOAST cult favorites can be found on www.boastusa.com and at select country clubs and retail partners including the International Tennis Hall of Fame.
