Tennis has been having its moment, and it isn’t slowing down. For a couple of years now we’ve been in the heart of the boom—tenniscore looks, Challengers-inspired competition, and the return of prep and prestige have all had their part to play. But with all of this has come a silent message: that tennis is for the elite, that it prioritises the individual over the community, and that it’s about winning above all else.
HEAD is determined to change that. As the brand released the SQUARED—a new racket which refuses to compromise between great feeling and great performance—it partnered last week with Highsnobiety to bring community-oriented tennis to Berlin. On a mild Friday afternoon, six teams took to the court. There was Beyond Berlin, an inclusive club based in Tempelhof who also hosted the event; Black Stammtisch, a platform for exchange and conversation which champions Black issues; Off-Court Collective, who bring together racket sports with community culture; Amsterdam Tennis Society, an all-women tennis collective with events across Europe; as well as teams from HEAD and Highsnobiety themselves. The day was laid-back and non-competitive, with music, food, and drink just as important as the sport itself—a real argument for making tennis light-hearted again.
With the SQUARED very potentially the new go-to racket for those wanting to get properly into tennis but not sure where to start, we sat down with the teams of HEAD x Highsnobiety’s ‘SQUARE UP’ to get their takes on competition versus community, and why it sometimes really is the taking part that counts.
BEYOND BERLIN
"Berlin isn’t known for tennis, but it is known for movement, culture, creativity, and people constantly trying new things. We never wanted to fight the city’s identity - we wanted to bring tennis into it. We took a lot of inspiration from run clubs, basketball communities, music culture, and the openness people in Berlin have towards experiences that feel social and genuine. We felt like tennis needed a shift. Less intimidating, less exclusive, less 'you need to know the rules before you arrive.' That’s how BEYOND started. We basically served tennis in a way that felt more open, playful, and human and people responded to it because they were craving exactly that. SQUARED fits perfectly into this because it makes tennis feel approachable immediately. The racket feels easier, more maneuverable, less frustrating for beginners, and that changes everything. When people don’t feel scared of failing from the first five minutes, they actually relax and enjoy the sport."
BLACK STAMMTISCH
"It is important to have an easy entry point into tennis, as the sport is very elitist and not accessible to everyone. Fun and joy should be for everyone. The entry point facilitated by Black Stammtisch is a great start, but keeping people engaged remains a challenge. Tennis requires regular practice to make real progress. The discouragement sets in once you have to organise your own lessons, coordinate with playing partners and so on. There is still more to be done to make that journey smoother. A racket like SQUARED, one that is easy to swing and gives you quick wins in your first few moments with the sport, is incredibly important. Representation is the moment you can envision yourself doing something that might have once felt far out of reach. Seeing yourself reflected in someone else is so powerful and genuinely enabling."
OFF-COURT COLLECTIVE
"Honestly, most of the magic happens off the court. The conversations after matches, the music, the outfits, meeting people you normally would never meet—that’s what creates culture around tennis. For us at Off-Court Collective, tennis is less about perfection and more about energy, community and experiences. Tennis can sometimes feel very serious very quickly—technique, club culture, rules, expectations. That’s actually one of the reasons why I created the Tabata Tennis concept. With music, a DJ and lots of movement, people stop focusing on whether they’re “good enough” and simply start enjoying the game. We saw it perfectly at the SQUARED event. 23 people on court, completely different levels, one girl even playing in high heels and a dress—and everybody was laughing, moving and getting a real feeling for racket and ball. That’s why I think SQUARED is such an important match for modern tennis culture."
AMSTERDAM TENNIS SOCIETY
"Creating an all-female tennis community in Europe gives us the possibility to connect like-minded women in a friendly and competitive environment. We believe we’re redefining sporting communities and bringing back the essence of tennis lifestyle—back to the club, but with a different twist. In a time where people are becoming very individualistic, creating a community space where women can play sports, connect and create beautiful friendships is super important to us."
HEAD SQUAD
"SQUARED makes tennis feel more approachable without losing the performance aspect. I spend a lot of time around professional tennis, and one thing I constantly notice is that many people love the lifestyle and energy around the sport, but still feel intimidated to actually start playing themselves. SQUARED kind of lowers that barrier. I think the future of tennis is becoming more inclusive and experience-driven. People still want performance, but they also want fun, confidence and a connection to the culture around tennis. Tennis is becoming much more lifestyle, fashion and community driven—and I think SQUARED fits perfectly into that shift."
Want a piece of the action? Check out HEAD's new SQUARED racket here.
