35 Capital, a private equity firm known for investing in sports technology and innovation, has announced a strategic investment in MUEV, a newly launched performance fashion brand with roots in pickleball.
This investment marks 35 Capital's first venture into pickleball apparel, complementing its growing portfolio of majority and minority stakes in companies like ProXR, Paddletek, The Chicago Slice, DUPR, the PPA Tour, and more.
What is MUEV?
MUEV (pronounced 'move'), which debuted its stylish, high-performance pickleball apparel just last month, aims to revolutionize how players look and feel on the court. The brand, founded by apparel industry veteran Chris Rork, combines cutting-edge thermoregulated fabrics with technical construction designed specifically for pickleball’s dynamic gameplay.
Rork's background in high-end fashion, including management and executive roles at brands like Polo Ralph Lauren and Levi Strauss, combined with his love for pickleball offer a unique combination of experience and passion that set the up-and-coming brand apart from its competitors.
MUEV’s range of products include both men's and women's apparel, offering everything from shirts, socks, and hoodies to dresses, skirts, and hats, all developed by a design team with experience working for major brands like Nike, Lululemon, and Ralph Lauren.
The Pickleball Private Equity Firm
35 Capital’s investment in MUEV is part of a larger expansion of its pickleball-focused portfolio under its United Pickleball Properties division.
The firm already holds stakes in top-tier companies like Major League Pickleball’s Chicago Slice, paddle manufacturers Paddletek, ProXR Pickleball, and Boundless Pickleball, as well as sports footwear brand SQAIRZ, which plans to release its first pickleball shoe later this year.
"Apparel has been on our radar since we began investing in pickleball," said Ron Saslow, Founder and Managing Partner of 35 Capital. "With Chris Rork’s extensive background in the apparel industry and his passion for pickleball, we’re confident that MUEV will become a leading brand. Their designs blend style and functionality, ensuring players are comfortable and fashionable, whether on the court or grabbing a coffee after a match."
Rork brings over 30 years of experience in the apparel industry, having worked with renowned brands like Levi's, Ralph Lauren, and Carter's.
His expertise in supply chain operations and sustainable fashion has positioned MUEV to make a big splash in the pickleball world. "This partnership is a huge milestone for MUEV and pickleball as a whole. With 35 Capital’s backing, we’re ready to lead the way in performance and style for pickleball players everywhere," Rork stated.
Early reviews are glowing
Early reviews of MUEV's debut line have been overwhelmingly positive. Kamryn Blackwood, a top pickleball influencer and professional player, praised the brand for its player-focused designs.
"MUEV has transformed court apparel for me. After 20 years of wishing for clothes that move with my body, MUEV has finally made it happen. Come MUEV with me!" she shared.
MUEV is currently a direct-to-consumer brand but has plans to expand into wholesale in 2025, with the ambition to grow beyond pickleball into other sports and the athleisure market.
This latest investment by 35 Capital showcases the continued growth of pickleball and the demand for high-quality, performance-focused apparel. As the sport gains popularity worldwide, partnerships like this one between MUEV and 35 Capital are poised to shape the future of how players experience pickleball both on and off the court.
