Politix Signed Tennis Star Thanasi Kokkinakis
The professional tennis player has been named the face of the brand's new spring marketing campaign.
Updated on Sept. 28, 2026 in Tennis
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Australian menswear brand Politix has signed tennis player Thanasi Kokkinakis to lead its new spring marketing initiative. The campaign, titled Be The Main Event, features the athlete showcasing the brand's latest seasonal range.
Why it matters
The partnership follows a strategic brand repositioning undertaken by Politix and its sister label, Witchery, over the last two years. This shift aims to drive positive commercial results for the fashion labels within the Country Road Group portfolio.
Country Road Group achieved total sales exceeding $1 billion for FY26. Politix currently manages 20 full-price stores and 5 outlets in Australia, alongside 3 locations in New Zealand.
The players
Thanasi Kokkinakis
He is a professional tennis player who serves as the face of the new Politix spring marketing campaign.
Politix
This is a menswear retailer that operates 28 stores across Australia and New Zealand under the Country Road Group.
Country Road Group
It is a retail conglomerate that recorded over $1 billion in sales during the 2026 fiscal year.
Woolworths Holdings Limited
It acts as the parent company for the Country Road Group and oversees its retail operations.
The details
The spring collection highlights monochrome tailoring and floral designs modeled by Kokkinakis. Politix operates as a subsidiary of the Country Road Group, which is owned by parent company Woolworths Holdings Limited.
Timeline
Country Road Group reported over $1 billion in sales for the fiscal year ending June 28, 2026.
The Politix spring marketing campaign was launched in September 2026.
Season Trajectory
This celebrity-led campaign represents a marketing effort to sustain consumer interest following a period of brand repositioning. The strategy aims to differentiate Politix as it navigates the competitive retail landscape reflected in the Country Road Group's latest annual performance data.
Customers can expect the new spring range, including the featured monochrome and floral items, to be available across the 28 total store locations in Australia and New Zealand. The campaign may influence seasonal retail pricing and product visibility for the brand as it promotes its current collection.
The takeaway
The move demonstrates a focus on high-profile athlete endorsements to boost visibility during seasonal fashion shifts. Brands often utilize these partnerships to anchor their image after undergoing significant structural repositioning.
Further reading
Explore the latest developments in the sport through our Tennis section.
Source note: This article includes information reported by Ragtrader.
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