After multiple unsuccessful comeback attempts, a global sportswear brand is once again betting on the U.S. market, years after exiting the country.Despite cautious consumer spending and intense competition from established athletic apparel companies, the brand is making its biggest push yet to rebuild its presence in America. The strategy includes a new e-commerce platform, flagship retail stores, and partnerships aimed at reconnecting with U.S. consumers after years of limited availability.Founded in 1959 in Perugia, Italy, ellesse is a global sportswear brand known for athletic apparel, footwear, and lifestyle collections inspired by tennis, skiing, racing, cycling, and golf. Today, the brand is owned by Pentland Brands, which expands ellesse globally through regional licensing partnerships.Ellesse returns to the U.S.Ellesse has officially returned to the U.S. market with the launch of its dedicated American e-commerce platform, debuting its Summer 2026 collection.The company also plans to establish its U.S. headquarters in Dallas, Texas, and open select flagship retail stores beginning in late 2026 before expanding into specialty retailers, department stores, and exclusive country clubs.Texas has emerged as a major hub for consumer brands and retail companies, thanks to its central location, favorable business climate, and extensive logistics infrastructure, making it a strategic base for nationwide expansion. “Launching ellesse back into the U.S. market is an important moment for the brand globally and for me personally,” said The Iconic Brand Corporation Chairman Todd Furniss, World Tennis Magazine reported. “We’re eager to finally bring ellesse to American courts and begin building a long-term presence in the American market.”The relaunch has been more than a year in the making. In June 2025, Pentland Brands entered into a long-term licensing agreement with The Iconic Brands Corporation, which now designs, develops, produces, and markets all ellesse apparel and accessories for the U.S.For American shoppers, the relaunch means ellesse products will once again be widely available through a dedicated online store and, eventually, physical retail locations after years of limited distribution in the country.Ellesse’s expansion plansTo help reintroduce the brand to American consumers, ellesse has partnered with the Cincinnati Open tennis tournament, taking place Aug. 5-18 in Ohio, as the event’s official tennis apparel partner. The company is supplying uniforms for the tournament’s ball crew, line judges, officials, volunteers, and staff.ellesse expects approximately 70% of its U.S. sales to come through its direct-to-consumer e-commerce business, while four flagship stores are scheduled to open by the end of 2027 in cities that have not yet been announced, according to WWD.The remaining 30% of sales are expected to come through department stores, specialty retailers, and tennis and golf country clubs across the U.S.Globally, approximately 90% of ellesse’s business is currently driven by wholesale distribution.Outside the U.S., the company operates across Europe, the Middle East, and Africa through regional partners and e-commerce. In Latin America, ellesse maintains a strong retail presence in Chile, where it operates dozens of physical stores.
Ellesse has relaunched in the U.S. after a yearslong hiatus.Kiyoshi Ota / Getty Images
Ellesse’s previous relaunch attempts in the U.S.Ellesse reached peak popularity in the U.S. during the 1980s and 1990s, before gradually losing market share as larger global sportswear companies expanded and consumer preferences shifted.Over the past 15 years, the company has made multiple attempts to regain its footing in the U.S., but those efforts were largely limited to small retail launches and short-term partnerships that failed to establish a lasting nationwide presence in an increasingly competitive athletic apparel market.The brand first attempted a comeback in late 2011 with a tennis-inspired apparel collection and revealed plans to expand into footwear and apparel for fitness, skiing, golf, and equestrian sports in late 2012.At the time, ellesse also planned to launch an online shop and open a flagship location in Manhattan’s Upper East Side, followed by an additional 24 stores across Connecticut, Florida, Texas, Colorado, and California over the next five years, The Spin Off reported.Another relaunch followed in November 2018 when ellesse introduced a limited collection through boutiques including Extra Butter, Concepts, and Nice Kicks, Forbes reported. One month later, the products expanded to retailers including Urban Outfitters, Foot Locker, and DTLR, but the effort remained limited and did not lead to a sustained nationwide retail presence.Why ellesse is returning nowAlthough consumer spending has softened amid persistent inflation and higher living costs, the global sportswear industry continues to grow as more consumers prioritize fitness, wellness, and outdoor recreation. According to Grand View Research, the global sportswear market size was valued at $399.4 billion in 2025 and is projected to reach $890.4 billion by 2033, representing a compound annual growth rate of 10.7% from 2026 through 2033. Here’s some of my previous coverage of brand comebacks:Aritzia brings back iconic fashion brand after shutdownNordstrom brings back fashion brand after 25-year U.S. shutdownPopular formerly bankrupt retail chain makes brick-and-mortar comebackNorth America accounted for the largest share of global sportswear revenue in 2025, representing 33.1% of the market.That opportunity, however, comes with significant challenges. The North American athletic apparel market is dominated by established companies such as Nike, Adidas, and Under Armour, making it difficult for smaller and returning brands to gain market share.”With such high levels of competition, it is hard for smaller players to capture market share,” said Research and Markets industry analysts. “In order to be different, brands need to invest in creative design, better fabric technology, and effective marketing efforts.”Still, many global brands view the U.S. as a critical market for long-term growth.McKinsey & Company Partner Alexander Thiel said in a podcast interview that despite recent economic headwinds, the U.S. remains the world’s most dynamic economy, making it an essential market for companies seeking to build global scale.Unlike its previous U.S. comeback attempts, ellesse’s latest strategy combines direct-to-consumer sales, flagship stores, and sports partnerships, giving the brand its strongest opportunity yet to establish a lasting presence in one of the world’s most competitive sportswear markets.Related: Sportswear giant continues store closures nationwide