Australian streetwear brand JUDAH introduces its latest collection, DA HEAVIEST HITTERZ, a release rooted in tennis culture and personal history. Timed around the Australian Open, the collection launches on 30 January at JUDAH’s Melbourne pop-up store, followed by an online release on 6 February via judah.com.au. The release is accompanied by a large-scale public activation in the Melbourne CBD.
The collection draws directly from founder PHAT JUDAH’s experience growing up around tennis. Instead of referencing formal club attire the designs reflect what he would have worn playing the sport in everyday environments. JUDAH continues to approach sport as a cultural reference point.
Figures such as Rafael Nadal and Andre Agassi act as a reference point in the collection, for their willingness to challenge convention. Their refusal to conform within a sport often associated with elitism mirrors JUDAH’s ongoing interest in outsider perspectives.
Collection
The range blends streetwear and activewear, drawing on Australian tennis culture and reworking it through JUDAH’s design language. Key pieces include the “Militant Shocs” Nylon Tracksuit, alongside activewear tops and shorts developed for movement. Graphic T-shirts feature prominently, carrying references to JUDAH’s self-founded tennis association, A.A.T.A (Aufentic Areaz Tennis Association), which functions as a fictional construct and an extension of the brand’s community-driven identity. An Agassi-inspired polo and shorts set are also available within the collection, reinterpreted through a raw, street-led lens.
Melbourne CBD Activation and Community Focus
To coincide with the launch, JUDAH partners with Nike to host a public activation in the centre of Melbourne CBD. At the centre of the installation is a custom, DIY tennis court open to the public. Visitors are invited to take part in a speed-based challenge, attempting to hit a tennis ball as fast as possible, with each attempt measured using radar technology.
The fastest recorded hit is awarded with $2.500 AUD, presented using a massive custom cheque. Surrounding the court is a huge inflatable installation reshaping the environment. Founder PHAT JUDAH states: “They didn’t want to accept us, so we built our own.”
PHAT JUDAH
PHAT JUDAH was founded in 2016 in Melbourne’s south-east suburbs, commonly referred to as “The Areaz” JUDAH operates as a fashion label and a creative platform. Through clothing, music and art, the brand aims to amplify underrepresented voices while maintaining a strong connection to its local community. Led by Melbourne native PHAT JUDAH, JUDAH continues to expand its reach globally while remaining grounded in its origins. Previous collaborations with Nike, Nemzzz, Central Cee, Syna and Corteiz reflect this balance, alongside immersive pop-ups and giveaways that foster a growing and engaged audience.
