There’s a new player in racquet sports.
The warm-up is over—Spence is officially in play. 🎾
I’m living in the thrill of the launch.
My work at Long Weekend involves helping brands find their voice and tell meaningful, inspired stories.
It takes a knack for balancing thoughtful strategy with a playful, human touch. I believe bringing brands to life with play and joy makes them more irresistible, resonant, and financially successful in the long run.
You wait for a brand that fully lights you up.
For each day to be an elegant brain teaser.
To be in the cycle of pushing, challenging and honing an idea.
To feel immersed in the enjoyable mess of creating something new.
For joy of playing with others who each have their own superpowers.
The goal is simple, to make people feel something.
The route is not, that’s the fun.
The shaping of a brand is pure joy for me. And this is the game we are playing over at Spence - a new player in racquet sports.
Here’s why I like Spence.
It’s increasingly rare these days for a new brand to emerge into the market with a sure sense of itself. Even rarer is for that clarity to translate into an irresistible brand filling a true market gap. When I first heard Amanda’s pitch, it was thoughtful, fully formed. It hit on a need I’d experienced myself, one I was ready to help her solve.
Her pitch was simple – racquet sports deserves a better brand.
Running, cycling, yoga, and golf have all seen the rise of sport-specific brands offering athletes fresh alternatives to the status quo. In running alone, brands like Tracksmith, District Vision, Satisfy, Bandit, and On are redefining the landscape.
Racquet sports is the fastest-growing category in sports. Yet, the landscape is without a worthy challenger brand.
Enter Spence.Us -
Racquet sports is missing its challenger brand – and Spence is primed to be just that.
Spence: Officially in Play 🎾
Spence is just over a week old. We’ve had an exciting 10 days in the marketplace so far.
Thank you to Lauren Sherman and Sarah Shapiro for their early coverage on Line Sheet, and for having Amanda on the Fashion People Podcast (my fave!!).
Emily made me jump for joy with her fun Feed Me shout-out, and my stylish friend Jessie showed off her new red-hot tennis briefs. Leland sent us this Thing Testing shout-out. Each one of these keeps us going! Thank you, thank you, thank you <3
Just back from a whirlwind trip to Charleston, where Volvo showed us some hometown love at the Charleston Open. (stuffing a vintage Volvo with tennis balls for last month’s teaser campaign earned us a spot at the tournament — this time with a very ‘Spence red’ 1973 145 wagon from their heritage collection.)
No Spence trip is complete without a DJ set, so we hit Graft for Good Neighbor Sunday and threw a little Spence party. Wine. Pizza. Good tunes. Trunk show — yes, we sold tees out of another vintage Volvo.
Huge thanks to our friends and early fans for making this launch so damn fun and rewarding. Special shout-out to everyone who brought our LA shoot to life just before our ‘birth’ — the images are something really special.
This is the game I love playing.
Building something from the ground up, shaping a brand with clarity, and making it irresistible.
Spence is just getting started. Let’s play.🦢
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love this so much tracy, congrats!!