Australian streetwear brand JUDAH have come through with their latest collection, ‘DA HEAVIEST HITTERZ’. Inspired by the Australian Open, the new range launches on January 30 at their Melbourne pop-up store, with an online release following on February 6 at www.judah.com.au. This will also be accompanied by an interactive public activation in the middle of Melbourne CBD, complete with a DIY tennis court powered by JUDAH and Nike.
This collection is inspired by what founder PHAT JUDAH would have worn growing up while playing tennis. Moving away from the traditional and at times stuffy tennis aesthetic, JUDAH are focussed on creating streetwear and activewear that is functional, gritty, and real. Embracing the outsider perspective, the collection takes inspiration from tennis mavericks Rafael Nadal and Andre Agassi, both of whom went against the grain and showcased their originality in a sport typically associated with the rigidity of the elite.
The collection blends streetwear and activewear pieces rooted in Australian tennis culture. Key items include the ‘Militant Shocs’ Nylon Tracksuit, activewear tops and shorts, and a run of graphic tees tied to JUDAH’s self-founded tennis association, ‘A.A.T.A’ (Aufentic Areaz Tennis Association.) The range also features an Agassi-inspired polo and shorts set, reworked through a raw, street-led lens, rebelling against the traditional country-club aesthetic.
To mark the release of such a momentous collection, JUDAH and Nike have come together to build a custom, DIY tennis court in the middle of the Melbourne CBD. This includes an immersive challenge for the general public where participants compete to hit a tennis ball as fast as possible. A speed radar records each hit, and the hardest, fastest shot wins $2,500 AUD, presented via a massive custom cheque. The activation also features a large-scale inflatable installation, turning the space into a spectacle that blurs sport, street culture, and performance.
Speaking on the AATA collection and its surrounding activation, founder PHAT JUDAH states: “They didn’t want to accept us, so we built our own.”
Already at the forefront of street culture in the southern hemisphere, this new release sets up JUDAH for global notoriety. This tennis inspired collection celebrates their DIY, community mentality and showcases their creativity in design and cultural vision.
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