DarkAces: From the beginning
"DARKACES IS ALL ABOUT ROCKING TENNIS BY BRINGING YOU FRESH ALTERNATIVE DESIGNS IN TENNIS APPAREL THAT ARE OUT OF THIS WORLD FROM OUR PARTNERS BONES ORIGINAL AND ALIEN PROS."
"HAVING BEEN INVOLVED IN TENNIS COACHING SINCE 2000 I HAVE COACHED AND PLAYED TENNIS IN SOME PRETTY DUBIOUS ATTIRE WHICH WAS NORMALLY PRETTY BORING. THIS IS THE REASON I WANTED TO BRING OUR PARTNERS PRODUCTS TOGETHER AND ROCK TENNIS IN THE UK."
In 2018 I decided to research some alternative tennis brands that I could introduce to the UK market. Having spent sometime looking at very similar and not that inspiring offerings I came across a company based in Brazil called Bones Original Sportswear. The kit they had on offer was amazing, completely different from anything else I had come across but from what I could see not readily available in the UK. After contacting the Bones team I agreed to buy a small amount of stock to test the market place with.
Now I had to find a company that could offer grips that matched the kind of alternative designs that I had found with Bones Original Sportswear, I remembered a boy training at my previous club had some really funky grips and after speaking to his mother found out he was a player ambassador for Alien Pros. A few emails/phone calls later and I had ordered my first batch of grips ready to sell on the new website I had built.
By the end of the summer I had the stock in place, the website was built and looking great and I had sent marketing emails (with permission!) to several tennis clubs which I hoped would create some footfall on the website and through word of mouth would grow my customer base.
The Final Countdown
In reality without a budget for proper marketing almost all stock I sold was direct to my clients and I decided I will be shutting down the site in its current format in July 2020.
I thoroughly enjoyed the process of sourcing alternatives to the normal tennis apparel you see on courts across the UK everyday and spending time building a website to help promote it. Maybe the UK tennis crowd were not quite ready to embrace the change like some have in the USA and South America but I hope one day to see players young and old in the UK wearing Bones Original Sportswear and using Alien Pros grips just like my clients have!
So what next for DarkAces?
In the short term DarkAces will continue to trade as an alternative tennis apparel website and will be the host site for my blog Matt's Point until it shuts down in July 2020. In the future who knows? maybe I will keep DarkAces alive as my blog or maybe it will come back as something completely different only time will tell so watch this space!