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    The rise of challenger brands in the world of tennis apparel has been fueled by strategic partnerships with elite athletes. Castore, a premium sportswear brand founded by brothers Thomas and Philip Beahon, saw a surge in sales after partnering with British tennis champion Andy Murray. Similarly, Swiss label On Running has also tapped into the growing popularity of tennis apparel by enlisting the support of Swiss tennis star Roger Federer as a co-entrepreneur. This trend of athletes becoming shareholders in fashion brands is a new and exciting development in the industry.