Thirty-5 Capital, a private equity firm specializing in sports technology and innovative companies, has made its inaugural strategic investment in the pickleball apparel sector by partnering with Muev, a new brand focused on enhancing activewear for the rapidly growing sport of pickleball in the U.S.
Muev
Muev is a dynamic pickleball apparel brand that recently launched to enhance activewear for players. Offering a variety of stylish and functional clothing for men and women, including shirts, hoodies, dresses, and hats, Muev emphasizes quality and design, crafted by experienced designers from prominent brands like Tommy Hilfiger and Nike.
Currently a direct-to-consumer brand, Muev plans to expand into wholesale distribution by 2025, positioning itself as a key player in the growing pickleball market.
This investment signifies a significant growth phase for Thirty-5 Capital’s pickleball portfolio, managed through its investment arm, United Pickleball Properties, LLC.
The firm holds the majority stake in Chicago Slice, a team in Major League Pickleball, and has also invested in various paddle brands such as Paddletek, ProXR Pickleball, and Boundless Pickleball.
Additionally, it supports Sqairz, a sports footwear company set to launch its first pickleball shoe in the fourth quarter.
Muev was established by Chris Rork, an industry veteran with experience in supply chain operations for major brands like Levi’s and Ralph Lauren.
He also founded Kanopy Brands, a sustainable baby apparel line, and has played pivotal roles in apparel startups associated with celebrities like Shaquille O’Neal and Andre3000.
Ron Saslow, founder and managing partner of Thirty-5 Capital, said in a statement: “Apparel has been on our radar ever since we began investing in the pickleball space, and Muev has both the design and operational chops we were looking for in an athletic wear partner.
“As a veteran of the apparel industry and as a pickleball player himself, Chris has assembled a superlative design team as well as a formidable supply chain that we believe will establish Muev as a top brand in the sport.”
The pickleball apparel brand made its online debut last month, featuring collections for both men and women that include a variety of items such as shirts, socks, hoodies, dresses, skirts, and hats.
These pieces have been crafted by skilled designers with backgrounds at well-known companies like Tommy Hilfiger, Lululemon, Nike, and Ralph Lauren.
Currently, Muev operates as a direct-to-consumer brand but has plans to expand into wholesale distribution by 2025.
Rork added: “This partnership represents a significant milestone for our company and the pickleball industry as a whole. With their support, we are well-positioned to offer pickleball apparel that leads in performance and style. Together, we are committed to elevating the sport, empowering players, and driving global adoption.
“This investment from Thirty-5 Capital showcases our shared vision and underscores the immense potential of this collaboration.”
