The Rise, Fall, and Resurgence of Slazenger: From UK to the World - by Deepankar Vivek - CollectLo

The Rise, Fall, and Resurgence of Slazenger: From UK to the World

Deepankar Vivek - CollectLo

Deepankar Vivek

Content Writer . Hire Me

3 min read . Oct 14


Since over one hundred years ago, the name Slazenger is associated by the society with first class sporting equipment; it is a story, which runs parallel with sports industry. From its meek beginning to its modern revival, the history of Slazenger’s brand is proof that a brand with a distinguished past holds an undying appeal.

Origin and Early Success

Slazenger’s story started in 1881 when the brothers; Ralph and Albert Slazenger formed the Slazenger Company in London. They mainly specialized in making tennis balls and soon acquired the fame of producing the best balls all over the world. Commitment to quality earned Slazenger their first high-profile endorsement when they made the official tennis ball for Wimbledon in 1902. This secured their position among tennis brands.

Slazenger's ball @ Wimbledon  - by Deepankar Vivek - CollectLo

During the course of the twentieth century, Slazenger expanded its product assortment, adding equipment for different types of sports such as cricket, golf and hockey. It was a rising brand whose name had become synonymous with quality, innovation, and sports.

Business Expansion and Global Recognition

The pursuit of excellence by Slazenger resulted in a number of innovations in sports equipment. They invented a hand-stitched ball for cricket in 1951 and changed the game dramatically. The brand also developed in golf to manufacture golf clubs and golf balls which were preferred by top pros.

As its product line increased and its status grew worldwide, people all over became familiar with the name Slazenger. The brand was a common choice for passionate sports individuals with the easily identifiable panther logo as far as sports were concerned globally. The brand has been worn by legends and great champions, including:

  • Fred Perry
  • Björn Borg
  • Seve Ballesteros
  • Sean Connery in the James Bond movie Goldfinger
Tennis Legend Bjorn Borg with the Slazenger Kit - by Deepankar Vivek - CollectLo

Downfall and Challenges

But in the latter half of the 20th century, Slazenger faced challenges. This led to increased competition in the sporting goods industry as newer and more marketing-savvy brands emerged. This was compounded by changes in consumer preferences and the globalization of manufacturing. This is an admirable approach, but it has led the firm to fall behind the market trends of modern, hi-tech sports equipment.

A picture shared by Mark Waugh, a former Australian cricketer - by Deepankar Vivek - CollectLo

Moreover, the company encountered shifts in ownership and management that influenced its strategy and brand image. As the sporting goods industry became increasingly driven by consumers, it appeared that it would be difficult for Slazenger to survive and adapt.

Ownership timeline:

  1. 1881 - 1959: Privately held by Slazenger family
  2. 1959 - 1985: Owned by Dunlop Rubber
  3. 1985 - 2004: BTR plc
  4. 2004 -  Current: Frasers Group (formerly Sports Direct)

Current State and Resurgence

However, the story of Slazenger does not end there with its downfall. Recently the brand has staged a quite impressive resurrection that can be considered as an amazing case study for companies of the sports industry. There was a necessity for Slazenger to change with the times while still focusing on the principles of quality and excellence.

The brand has repositioned itself by using the current manufacturing methods along with innovative materials for equipment. The firm rebranded and created a sportswear line that catered to both the athlete and fashion-conscious consumer. E-marketing and e-commerce brought Slazenger even closer to young people.

Slazenger's current campaign with youth icons - by Deepankar Vivek - CollectLo

It also allowed Slazenger to come back into the limelight through partnerships with present day athletes, influencers and people who could help the brand interact with a younger sporting audience. These partnerships brought a young and new life to the brand and made it hip once more.

Slazenger x Anya Brands - Limited edition retro leather ball pouch - by Deepankar Vivek - CollectLo

In a nutshell, Slazenger is a story of innovation, growth and sporting success. It is a story that tells of continuing legacy and courage to overcome tough times. The story of Slazenger’s journey from manufacturing tennis balls to its downfall and rebirth epitomizes the necessity of adapting to changing times, ingenuity and a promise of quality. Slazenger has managed once again to create its niche in the world of sports with its contemporary approach and renewed significance. As it turns out, even an icon of sports can be resurrected in the 21st century. Thus, the brand of Slazenger, by promising quality products and sponsoring the finest athletes and sports teams in the world will always remain relevant and powerful in future.

You might also like

Deepankar Vivek

Deepankar Vivek

Content Writer

I hope you enjoy reading this blog post.

If you are looking for a content writer, I could be your content writing expert for you.

Hire Me

@2023, , All Rights Reserved.