Inside Courting, the upstart label targeting tennis’ next-gen consumer
Founded by media exec Courtney Kelly, the new tennis brand is collaborating with Whitney Port on capsule collections aimed at a younger, style-conscious player.
Launching a tennis apparel brand in 2026 means navigating a market that is simultaneously booming and oversaturated. Participation is rising, style discourse is louder than ever, and consumers have more choice than at any point in the sport’s modern era.
Courting, founded by longtime media partnerships executive Courtney Kelly, enters that crowded landscape with ambitions to balance performance credibility and lifestyle appeal while building early affinity with tennis’ next generation of consumers. The fashion influencer and reality television OG Whitney Port is collaborating with the brand on capsule collections, bringing design experience and a fashion-forward perspective aimed at the sport’s expanding cultural audience.
That partnership began taking shape a little over a year ago, after the two reconnected through a shared tennis coach. Port wa…
