This season marks the beginning of a brand-new creative direction for BOAST—one rooted in authenticity, shaped by irreverence, energized by competition, and fueled by a sense of fun that’s impossible to fake. And to bring that spirit to life, we turned to someone who embodies it naturally: professional tennis player Karue Sell.

Meet Karue Sell:

A UCLA champ, former pro, and the internet’s favorite straight-shooter on how to actually play better tennis. Karue brings the heat, the humor, and the kind of honesty tennis desperately needs. His presence on court is effortless but electric—competitive without ego, skilled without pretense, dialed-in yet always ready to crack a smile. He reflects exactly what the BOAST brand believes tennis should feel like: serious enough to matter, joyful enough to love, and always open to a bit of mischief.

Whether he’s playing, dancing, (nearly!) crashing golf carts under the desert sun or laughing between takes, Karue brings something real—the kind of unfiltered athleticism and charisma that reminds us why people fall in love with this sport in the first place. He’s the embodiment of the next chapter in BOAST’s story.

Palm Springs: La Quinta and beyond

With its retro Americana, sun-soaked courts, and backdrop that blends nostalgia with bold modernism, Palm Springs became more than a location. It became a character in the campaign—a visual echo of the BOAST identity.

The mid-century lines, the pastel skies, the rugged terrain just beyond the fences—it all whispered the same truth: tennis can be iconic without being stiff. Stylish without being precious. Competitive without losing its soul.

That duality has always been at the heart of BOAST, and this campaign allowed us to express it in full color.

A Brand Rooted in Spirit, Relaunching with Purpose

As we step into this new creative era, BOAST isn’t reinventing itself so much as returning to what has always made us distinct:

• Authenticity that favors real athletes, real emotion, and real moments

• Fun that shows up in the smirks, the swagger, the camaraderie

• Irreverence that challenges tennis to stop taking itself too seriously

• Competition that keeps the fire alive—on and off the court

• Excitement for what’s next, because this relaunch isn’t the end; it’s the beginning

Karue and the whole creative team, brought these qualities to life. Palm Springs amplified them. And together, they created a campaign that marks BOAST’s bold reentry into the modern tennis performance and lifestyle landscape.

Looking Forward

The Garden Cup, the PGA Show, Delray Beach Open, RacquetX, Desert Smash, new product drops, partnerships, and a forever-expanding community of players and fans—this year is shaping up to be our most dynamic yet. We’re building something with real energy behind it, something that honors our heritage while sprinting toward the future.

And this campaign is just the first serve.

Welcome to BOAST’s new era.

Competitive. Playful. Confident. Unapologetically real.

We’re just getting started.

Built for the court. Worn for the story.