–shot on location across iconic Palm Springs courts, desert landscapes, and mid-century settings, the campaign captures BOAST’s modern twist on heritage sport–
PALM BEACH, FL – BOAST celebrates the rebel spirit of American tennis culture in its new campaign featuring professional tennis player, BOAST Ambassador, and YouTube content creator, Karue Sell. Shot on location throughout Palm Springs, the campaign brings to life BOAST’s unmistakable blend of authentic sport, 1970’s heritage, and off-court individuality. The first campaign story and Winter 2026 apparel collection will launch on December 4 on boastusa.com and at leading tennis retailers nationwide.
Headlining the campaign, Karue Sell, embodies BOAST’s confident, effortless approach to modern tennis culture. Featuring both performance-driven and lifestyle apparel, each set concept introduces a new chapter for the brand. From dramatic, high-contrast court scenes at La Quinta Resort & Club showcasing technical fabrics, to relaxed, lifestyle moments inside the Colony Palms Hotel and Bungalows where performance and lifestyle pieces meet vintage styling, BOAST is brought from the court into real life.
“With Karue Sell as the main character of the BOAST Palm Springs campaign, we aimed to tap into what BOAST has always been about — real sport with a smart, slightly irreverent edge,” said Sunni Fleming, Chief Brand Officer of BOAST. “Karue, featured in the backdrop of Palm Springs, had the perfect vibe and visuals to bring BOAST to life”
“Karue is the perfect ambassador as we continue to grow the BOAST brand. He brings together performance, authenticity, and modern tennis culture in a way that aligns seamlessly with who we are,” said Matt Feuer, President & CEO of BOAST. “He connects naturally with the next generation of tennis players and fans, while honoring the legacy of the game we were built on.”
Winter 2026 Key Styles Featured in the Campaign Include:
Tipped Warm-Up Jacket 2.0 ($130)
Colors: Navy/Red/White, White/Red/Navy, White/Grey
Taking cues from the bold legends who owned the baseline in the 1970s, the Tipped Warm-Up Jacket 2.0 delivers unmistakable vintage court energy. Featuring a crisp full-zip front, clean set-in sleeves, smooth side stripe, back neck tape, and left-chest embroidery.
Tipped Warm-Up Pant 2.0 ($115)
Colors: Navy/Red/White, White/Red/Navy, White/Grey
Channeling the swagger of the rebels and icons who defined ‘70s tennis, this updated warm-up pant is built for movement with an elastic waistband, adjustable drawcord, sleek zippered front pockets, and signature BOAST leaf embroidery on the left leg.
Hybrid Jacket 2.0 ($168)
Colors: Vintage Navy, Storm Grey, Navy, Black
A refined update to the original favorite, the Hybrid Jacket 2.0 blends 100% performance poly with poly-fill across the front and back. Features include self-knit sleeve cuffs, a forward shoulder seam for mobility, an athletic fit, chest and side zip pockets, heat-transfer logos, and a storm-flap front zipper.
Lightweight Quilted Vest 2.0 ($138)
Colors: Vintage Navy, Storm Grey, Navy, Black, Red
The ideal layer for crisp morning warm-ups and post-match cool-downs, this vest is crafted from recycled performance poly with comfortable stretch for a streamlined athletic fit. Finished with contrast lining, chest and side pockets, and custom zipper pulls.
Cable Knit Sweater ($165)
Colors: Ivory/Maroon/Navy, Ivory/Navy/Green, Navy/Light Blue, White/Navy
A modern interpretation of the vintage V-neck tennis sweater, thoughtfully crafted from an ultra-soft cotton blend for elevated off-court style.
Women’s Quilted Varsity Bomber ($158)
Colors: Vintage Navy, White
A modern, court-ready update to a classic silhouette, the Quilted Varsity Bomber features a boxy fit for ease of movement with single welt pockets for streamlined functionality.
Women’s Cardigan Sweater ($155)
Colors: Navy, White, Light Blue
With a modern varsity feel, this versatile cardigan features a clean button-front closure and single welt pockets—perfect for layering on cool mornings or relaxed off-court styling.
The campaign will roll out across social, digital, and retail channels beginning December 4, with extended cuts, behind-the-scenes stories, and seasonal product highlights releasing through the year. Visit boastusa.com for more information and follow @boast for product news, events, and updates.
Press Contact:
Kate Tetirick, BOAST PR & Events
kate@boastusa.com
About BOAST
BOAST was founded in 1973 and is the Original American Tennis Brand. Born from a spirit of lighthearted irreverence, BOAST injected wit and attitude into the traditional country club sports culture—offering a distinctly American take on the sport and leisure lifestyle that defined the era, standing apart from the European tennis brands of the time.
Now under new ownership, BOAST is building on its classic lifestyle aesthetic and deep tennis roots to engage a new generation of fans—while staying true to those who have always appreciated its heritage. BOAST apparel features timeless silhouettes and refined details crafted from elevated materials, including Peruvian Pima cotton, warp-knit, and whisper-knit fabrics—designed for both sport and everyday pursuits.
For more details on BOAST apparel and accessories, please visit www.boastusa.com.
