Yahoo Sports Boast Becomes Official Apparel Sponsor of the Garden Cup at Madison Square Garden
Boast, the classic tennis brand founded in 1973, has become the official apparel sponsor of the Garden Cup, which takes place Dec. 4. Boast will be outfitting officials, event staff and ball persons in their classic on-and off-court tennis apparel.
The tennis event is a special one-night-only showcase at Madison Square Garden on Dec. 4. Headlining the event are Carlos Alcaraz versus Ben Shelton, and Jessica Pegula versus Emma Navarro. It marks the first time in six years that tennis will be played at Madison Square Garden.
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Boast is also the presenting sponsor of the Junior Match with tennis stars Annika and Kristina Penickova.
“Boast, the original American heritage tennis brand, is thrilled to work with Tennis Night Out as the sponsor of The Garden Cup Junior Match,” said Boast president and chief executive officer Matt Feuer, a footwear veteran who acquired the company in June. “Athletics plays such an important role in youth development and by supporting junior tennis, we hope to continue to champion the sport and its positive impact. Through our partnership with the Cary Leeds Center for Tennis & Learning, we are also providing their participants with the opportunity to experience and learn from a professional tennis match.”
As the official apparel sponsor of The Garden Cup, boast will be outfitting the officials, event staff and ball persons in co-branded performance apparel including a technical performance crewneck sweatshirt, everyday technical performance joggers, Sport-tec quarter-zip pullover, performance polo and structured activewear hat.
Available to be purchased at the Garden are the Sport-tec quarter-zip pullover ($120), 1983 Classic pique polo in purple haze and vintage plus ($95) and The Garden Cup T-shirt ($48). Items are also available on boastusa.com.
In addition, Boast is the sponsor of the Delray Beach Open, as well as smaller events such as Tennis in the Land in Cleveland and Fifth Third Charleston in South Carolina.
Boast was founded in 1973 in Greenwich, Conn., by a group of All-America, Ivy League squash and tennis players as the American answer to traditional European tennis brands. The brand, which had an irreverent attitude and subtly subversive approach to sport, was a fixture on players at the best clubs in the country. Beyond the club, the distinctive leaf logo was worn by likes of John McEnroe, George W. Bush and Joel Goodson, portrayed by Tom Cruise in “Risky Business.”
Boast offers men’s and women’s apparel. The women’s line is currently being redesigned with new pieces launching in summer 2025.
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