An Italian Serve, ellesse Celebrates Its Return to American Sporting Life in Dallas

The US Open may be fully underway at Arthur Ashe Stadium in New York, but the heart of Dallas’ tennis scene this past weekend took place at Banner House.

A “sporty chic” crowd of 150 Dallasites gathered at T Bar M on Sunday to celebrate the relaunch of luxury Italian sportswear brand ellesse in America. Martin Guntrip, Club Director at Wimbledon, attended the “After the Match” party, which provided a first look at ellesse’s 2026 collection. Banner House at T Bar M, the go-to private social club for racquet sports enthusiasts, is the first location in the United States to carry the storied tennis brand’s return to the marketplace and will be the club’s official apparel partner for the next three years.

For the la dolce vita-themed afternoon, DJ RomiQ set the vibe as guests sipped Aperol spritzes and noshed on an Italian antipasto spread. (Editor’s Note: There was also a cannoli room!) In the crowd, I spotted Brittney Everett (a.k.a. StayFitBritt of STAY FIT), Paige Chenault Lohoefer, Kit Sawers, Martha Jackson, Brady Wood, Jeff Turpin, Amber Freeland, Karis Reneé, Tiffany Woodson, Haley Anderson, Hannah Wing, and a host of other Dallas movers and shakers. Regardless of tennis experience, everyone looked the part who dressed in an ellesse ‘fit!

A highlight of the afternoon? Tennis-themed trivia with prizes that included everything from a tennis ball signed by Jannik Sinner and a signed autobiography by Roger Federer to two tickets to the women’s final at Wimbledon 2027(!).

In advance of the relaunch, I chatted with The Iconic Brand Corporation’s Duwayne Miller, CEO, and Todd Furniss, Chairman, about ellesse’s big return to American courts and culture, via Dallas.

An Italian Serve

When introducing ellesse for the first time to a new generation of shoppers, how do you describe it? What sets ellesse apart from other brands in 2026?

Furniss: ellesse is a premium lifestyle brand rooted in authentic Italian heritage, with a unique ability to bring together luxury, sport, and style. What sets the brand apart today is that authenticity. We have more than 65 years of history built around quality, innovation, and elevated design, and we’re bringing those values forward for a modern consumer who wants performance, craftsmanship, and a strong point of view in what they wear.

How does ellesse’s Italian heritage show up in this new iteration?

Miller: Italian heritage is at the heart of everything we’re doing. Leonardo Servadio built ellesse in Perugia around quality, innovation, and elevated design, and those principles continue to guide us today. When we began thinking about the U.S. relaunch, I traveled to Perugia to understand the brand’s roots firsthand. We’re taking that foundation and expressing it through modern product, design, and experiences while staying true to what made ellesse distinctive from the beginning.

Who is the target customer for ellesse? Who would be the ideal athlete to wear the brand?

Furniss: We’re speaking to a consumer who cares about both performance and personal style — someone who is confident, creative, and individual. That’s always been part of ellesse’s DNA. The same is true of an ideal athlete for the brand. We’re interested in people who bring personality to their sport and who feel as natural in the worlds of fashion and culture as they do on the court.

Why are you celebrating this reintroduction of the brand in Dallas? What stands out about Dallasites and their style?

Miller: Dallas is a great place to celebrate this reintroduction because there’s a real appreciation here for quality, style, and a lifestyle that extends well beyond what you wear. That’s very much how we think about ellesse. The brand is rooted in La Dolce Vita — sport alongside travel, food, music, art, and culture. Dallas has the confidence and energy to bring that idea to life in a distinctly American way.

How does ellesse plan to make its mark in the ever-growing luxury sportswear market?

Furniss: ellesse has always lived at the intersection of sport and style, so we come to this moment with genuine credibility. Consumers increasingly expect products that perform beautifully while also expressing their personal style, and that’s where ellesse has a natural advantage. By combining authentic sporting heritage with elevated design, quality and a distinct point of view, we believe ellesse can help define what modern luxury sport looks like.

What are the plans for ellesse to move beyond tennis into fashion and the broader lifestyle space?

Miller: Tennis will always be an important part of ellesse’s heritage, but our vision extends far beyond the court. As we grow, we see opportunities across fashion, hospitality, entertainment, experiential retail and thoughtful partnerships that allow consumers to experience the brand as a complete lifestyle.

Furniss: ellesse has been part of my life for nearly 50 years, so this is much more personal to me than a business opportunity. I was the brand’s first U.S. amateur tennis player in 1978, and I still have some of those original ellesse pieces hanging in our Dallas office today. To have the opportunity now to help restore a brand I loved as a young athlete, while shaping what it can mean to a new generation, is a true full-circle moment.