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SABRHERO DNA

SABRHERO - Our Values

Shattering norms and setting a new standard, SABRHERO enters the tennis world to offer luxury apparel that enhances performance, evokes heritage, and exudes style. Rooted in French and British traditions, the brand was birthed from our founders' love for the sport and their vision to elevate tennis gear beyond mere practicality. By focusing on combining performance, comfort, and high-fashion elements, SABRHERO meticulously creates tennis clothing that keeps players stylish, comfortable, and ready for victory. 

From fabric selection to the final stitch, every aspect of our product design process reflects our commitment to quality and our respect for the game's culture and history. The result? Apparel that empowers tennis players while honoring tradition. SABRHERO is an experiential journey, capturing the essence of a sport that has enchanted millions for centuries. It’s a bridge between the rich heritage of tennis and the demands and expectations of modern players. It's about embracing the spirit of competition with elegance and comfort, and about acknowledging the sport's history while looking towards its future. Join us in celebrating the arrival of a brand that respects the game's heritage, appreciates its nuances, and celebrates its modern players. Discover SABRHERO – an ode to tennis. 

Our Story: Tennis Fashion

SABRHERO Luxury tennis rackets, luxury tennis apparel

Redefining Luxury in Tennis Apparel: The SABRHERO Story

 

Setting foot on the tennis court requires more than skill and determination – it needs the right gear. But for far too long, tennis apparel has been all about functionality, with little thought for heritage or style.

This is where SABRHERO steps in. Established by fervent French and British tennis players, SABRHERO is an infusion of two cultures tied together by a shared love for tennis. The brand is more than just an apparel company - it's a tribute to the sport's rich history.

At SABRHERO, we've drawn on our founders' deep-rooted experience to create a line of tennis clothing that perfectly marries performance with luxury. Our pieces not only look great but have been consciously crafted to enhance a player's movement on the court. The exquisite materials, the thoughtful designs, and our commitment to quality all come together to create an unparalleled athletic experience. Whether you're an aspiring professional, weekend player, or anywhere in between, SABRHERO tennis apparel is designed to empower your game without compromising comfort or style.

Our brand is for those who appreciate that unique intersection of tradition, functionality, and luxury. Our story is just beginning. Together, let's write the next chapter in the legacy of tennis. Welcome to SABRHERO.

Press Release

Introducing SABRHERO, the newest luxury performance tennis brand to hit the sports market.

Founded by a passionate team of French and British co-founders, SABRHERO is here to redefine the tennis apparel industry with its perfect blend of heritage and performance. As tennis players themselves, the founders of SABRHERO understand the balance between comfort, performance, and style that players require.

Expertly designed to meet these needs, SABRHERO tennis apparel showcases a quality-centric approach in line with its brand ethos: To create tennis gear that exudes elegance, promotes top performance, and celebrates the rich tennis history of its home countries. Conceived with the vision to offer a superior line of tennis wear suitable for both training and tournaments, SABRHERO focuses on the finest details.

Providing apparel with the perfect fabric selection, optimal breathability, and desirable durability ensures players can concentrate fully on the game. SABRHERO's introduction to the sporting world is set to bring a new standard to the selection, design, and functionality of tennis apparel. Its products aim to become synonymous with performance, comfort, and luxury – appealing to amateur and professional tennis players alike. SABRHERO invites all tennis enthusiasts to experience this unique blend of style, tradition, and performance.

Explore our website to explore our collection.

The Beginning

Experience and Dedication

 

As players, we are extremely demanding with our equipment and apparel. We know what works, and what doesn't. We innately feel what's needed to boost our game, instinctively following what will make us better.  

SABRHERO is a British tennis and sports brand, combining luxury and style. Their roots stem from both Britain and France. They believe performance comes from within,  and the desire to nourish one’s abilities and better one’s self is a rare quality, one that should be cherished.

Coming from an international tennis player’s background, the co-founder, Alpha Ambaye, had the chance to travel the world from tournament to tournament, in search of her own greatness. Throughout these formative years, she longed for an answer to better equipment, more elegant, more performant; that would make you feel like a champion, merely by using it. From her beginnings in a small town called Berkhamsted, to her time lived abroad in Southern France, this same goal lulled in the background, wanting to be addressed.

A few years later, after testing over 80 rackets in a period of 3 months, she decided to take action, and create a racket made just for her. She went through all the steps to produce her very own product. Alpha went on to play with the rackets in training and tournaments, and very soon, they caught the eyes of her opponents, the tennis fans, and spectators, wondering which brand made these rackets, and if they, too could buy one.

Two years later, newly graduated from her MBA in Digital Marketing in the Luxury World, from the prestigious Sup de Luxe school in Paris, ( part of the the ‘’Chair Cartier’’, created by professionals working in the luxury goods sector, in partnership with Cartier), she decided the time was right to launch the brand. Incorporating the customer service, the attention to detail, the quest for performance and excellence learned from her mentors, she teamed up with Theo Fancellu, a budding designer, her sister, also a tennis player at a high level, and international business student Mir Ambaye.

Theo Fancellu, the co-founder, had always expressed an interest in the world of Art. Growing up, he watched attentively as his mother created tailor-made dresses, costumes and outfits, for companies and events. She later on introduced him to the world of Performing Arts, sculpture and design.

On his father’s side, sport was omnipresent, from Golf, Running, Football, to the historical game of Real Tennis. His cousin was part of the training team of numerous WTA players (Women’s Tennis Association : Female equivalent of the ATP), seeing that happen through his star-filled child’s eyes, it stuck with him forever, and his passion for tennis resurfaced 2 years ago, with the SABRHERO project. Theo had always been fascinated by the world of Luxury, with influences like Valentino, Louboutin and Hermes, synonymous with his Mediterranean and French roots.

Alpha, Theo and Mir set out on an quest to create tennis equipment, apparel and bags,  fit for the court, but also the catwalk. All three, already had a penchant for the world of design, art and fashion, and put their minds together, to reveal, through SABRHERO, qualities within themselves, unbeknown to them until then.

They created prototypes, went out on the field to test them, by over 150 players, all of good to great levels, from tennis coaches with experience to young professional juniors. All of the data collected throughout this process was then sorted and extracted. Then began the creative process, a brainstorm of beauty meets sheer design, to produce a tennis racket fit for a hero.

Once launched, they then turned to creating bags that would follow in the brand’s footsteps: bold, block colors combined with sleek, fresh lines, using top-of-the range materials. Every SABRHERO item needed to be designed and created with this formula : to make the player feel like a hero, their own hero, every time they stepped on court. A sense that the near-impossible would now be possible, that they too, are capable of being a better version of themselves, that they now held the key to becoming the athlete they always wanted to be. Whether it be a weekend-warrior or a budding professional, the feeling you get at that moment is magical to say the least.

The leitmotiv of SABRHERO is simple, everyone deserves the right to believe in themselves. Their goal is to support, encourage and carry you through your moments of weakness, your moments of strength, glory or disappointment. To be the shoulders of a giant you can stand on, a force that pushes you through.

 

Our Team of SABRwarriors:

 

 


Theo Fancellu, Co-founder, Co-CEO

 

Mir Ambaye, Social Media Manager & Editorial Manager

Marie-Anastasia Olivieri, Luxury Consultant, advisory board.

 

 

Luxury tennis rackets, luxury tennis bags, luxury tennis clothing by SABRHERO

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