Primark and Prince Unveil Exclusive Tennis-Inspired Collection

Fronting the campaign is British professional tennis player Eden Silva, who brings a contemporary edge to the collection and champions the elegance of British tennis culture as audiences gear up for this year’s Grand Slam season.

Timed for the summer of sport, the collection taps into the continued resurgence of tennis-inspired dressing, blending heritage athletic aesthetics with modern everyday style across womenswear and menswear.

The 27-piece collection includes relaxed sweatshirts and tees alongside tennis dresses, pleated skirts and shorts, in a colour palette of green, navy and classic tennis white. Customers can also shop accessories including sports bags, baseball caps and socks.

Sarah Jackson, Director of Licensing at Primark said, “Prince is an iconic brand with a strong sporting heritage, making it the perfect proposition for Primark as we continue to grow our branded offering. Together, we’re bringing customers a modern take on fashion sportswear; while continuing to offer the great value they expect from Primark.”

Founded on the tennis courts in 1970, Prince became one of the most influential names in racquet sports history, known for pioneering innovations in tennis equipment and shaping the sport through decades of athlete partnerships and cultural relevance. From professional competition to lifestyle apparel, the brand has long held a distinct place at the intersection of performance and style. The launch further strengthens Primark’s position within the growing sport-fashion category, building on its strategy of partnering with globally recognised brands.

Steve Robaire, EVP of Prince at Authentic Brands Group, owner of the Prince brand, added, “Prince has always stood at the intersection of sport and culture, and this collaboration with Primark is a natural expression of that legacy. By bringing Prince's iconic sporting heritage to one of the world's most accessible retailers, we're introducing the brand to a new generation of consumers who are driving the court-to-street movement and making sure they can do it in style, at a price that doesn't hold them back.”

The Prince collection will launch in select Primark stores across 16 markets as well as Click & Collect in Great Britain from 15 June.