Matthew Feuer spent 30 years supplying leather to brands like New Balance, Adidas, and Timberland, always wondering what he would do differently if he owned one. In 2024 he got his chance and bought BOAST, the maple leaf tennis brand he wore as a high school player in the 1980s. Since he took over, BOAST has shown up on Tennis Channel, put pros on tour in the brand, landed in Nordstrom, and is heading into Saks.
Key Takeaways
- The story behind the BOAST leaf, including a letter that let a student keep wearing it to school.
- Why Matthew bought a heritage brand instead of starting one from scratch.
- Adding wholesale to a direct-to-consumer brand, and why club directors greeted BOAST with "welcome back."
- A QR code merch program that lets clubs sell BOAST without stocking every size.
- Why he sees padel as a closer fit for tennis players than pickleball.
- His advice for suppliers buying a heritage brand: awareness costs more than you think, and never trade quality for price.
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