Slazenger padel ball. Credits: Slazenger / Frasers Group. Interview At just 23, Alexei Hamblin is steering one of British sport’s most storied names into a new era. As the young designer and entrepreneur overseeing the transformation of Slazenger under the umbrella of Frasers Group, Hamblin is tasked with modernising a 140-year-old heritage brand without losing the legacy that made it iconic, exploring everything from its long-standing ties to Wimbledon to its deep roots in racquet sports. Central to his strategy is cultural relevance. On TikTok, Hamblin has built a following by demystifying fashion and sport for younger audiences, breaking down everything from brand history to manufacturing in a way that feels accessible rather than institutional. That same direct-to-consumer approach is informing Slazenger’s repositioning: heritage reframed through a digital-native lens. Next to product, the brand is doubling down on sport itself, most notably through an ambitious expansion into padel. With plans to open more than 10 new Slazenger Padel clubs across the UK in 2026, totalling around 150 courts nationwide, and a high-profile presence at the Hexagon Cup in Madrid, Slazenger is staking claim in one of the country’s fastest growing sports. For Hamblin, by delving further into Slazenger’s historic ties, particularly during a period in which the intersection of sports and luxury is becoming increasingly intertwined, there is more than just commercial opportunity. It’s a chance to reassert Slazenger as a living, breathing performance brand that plays as confidently on the court as it does on social feeds. Speaking to…
