Castore Confirms Andy Murray Partnership
Andy Murray is the most successful British tennis player in history. In ending Britain’s 77 year wait for a home grown Wimbledon champion and winning a total of 3 career Grand Slam titles, as well as two Olympic gold medals and leading Britain to Davis Cup glory, he has transcended tennis and become one of the most admired and respected athletes on the planet.
Castore is both delighted and honoured to have signed a long term partnership with Andy. This represents our first major athlete partnership and sets the standard for every athlete we will work with for years to come. We did not enter into this partnership lightly and have spent over a year scouring the world of sport for the perfect athlete - across the globe no individual embodies our brand DNA of Better Never Stops than Andy Murray.
It is a source of immense pride as well as responsibility that Andy has chosen Castore as his kit partner, trusting us to kit him out in the the most technically advanced garments in the world.
Before his first Grand Slam victory, Andy reached Slam finals on five separate occasions only to finish empty handed. In transforming himself from the closest challenger to previously all-dominating the Federer-Nadal-Djokovic triumvirate, to multiple Grand Slam winner and finally World Number One, Andy has displayed levels of dedication and resilience that are simply unmatched by any athlete in his generation.
It is very easy to forget just how dominant those three players were in global tennis and it required an almost super-human effort from Andy, involving a highly innovative training routine that almost single handedly revolutionised how tennis players prepared for matches so he could find an edge over three of the best players ever to pick up a racket.
This raw, unfiltered passion to maximise his natural talent and become the very best in the world is deeply inspiring for us and demonstrates just what can be achieved when ambition is matched by a ferocious and unrelenting work ethic. Many aspire to achieve this but Andy is one of the very few people who actually has actually lived it.
Our partnership with Andy extends far beyond the traditional athlete/sportswear brand norms. We share a love of tennis and a desire to revolutionise how the sport is presented in Britain to encourage a new generation of players from all backgrounds to take up the sport. We will focus heavily on creative content, telling the story of Andy’s journey and the challenges, setbacks and highs he has experienced, inspiring all athletes to conquer their own personal ambitions.
The partnership extends beyond Andy’s playing career and he will be involved in the Castore business into his retirement, supporting us with insights into product design and development, marketing initiatives and the development of our athlete roster, which we will look to expand to include the most exciting young British players from across a variety of sports.
Since launching Castore, our singular focus has been on creating the highest quality sportswear in the world. This goal is fused into our DNA and drives us every single day. We always knew however, that elite athletes at the very top of world sport wearing Castore garments for both training and competition would play a vital role in our brand story.
Andy is the perfect athlete for us to commence this journey with. More than any individual athlete, he embodies the Castore ethos and will play a vital role in our continued growth story. We could not be more excited for 2019.
Better Never Stops