Chris Evert and a roster of American industry veterans are accompanying the relaunch of the Italian sports brand through a new company, Ellesse N.A., that has obtained the master license for the brand in North America from its owner, Pentland Group. Evert, who won six U.S. Tennis Open championships and 18 Grand Slam titles, is a shareholder of the company, based in New York, and will act as an ambassador for the brand. She will also sign a special Chris Evert for Ellesse collection.
The company is led by Byron Hero, who formerly led Danskin and several other brands including another Italian one, Ciesse Piumini. Carolyn Siskovic, who worked for the NBA, Nike and Ralph Lauren during her 15-year career, acts as president and chief operating officer. A former executive of J. Crew and Modell, Joseph Quinn, is chief financial officer.
Steve Wynne, former chief executive of Adidas America and Fila, sits on the board of directors of Ellesse N.A. along with William Aron of Paisely Holdings and Mortimer Singer, president of Marvin Traub Associates.
Ellesse will make its comeback in North America with tennis apparel before Christmas and in the first quarter of 2012. Focusing on “lifetime sports” such as fitness, ski, golf and horse-riding, the brand will roll out apparel and footwear lines for the market over the balance of the year.
In addition to a web shop, the brand wants to set up 25 single-brand stores in the territory over the next five years, starting with a location in the Upper East Side of Manhattan at the end of 2012. The visibility of the brand will be enhanced through a contract as official supplier of clothing to all the staff and teaching pros of Peter Burwash International, an American leader in the management of tennis clubs and resorts.
