40-Love Tennis was founded by Lauren Hocker and Lacey Keally—two longtime friends and seasoned sales and marketing leaders with deep roots in Nashville’s luxury media and fashion community. With more than 15 years of experience building brands and connecting with audiences, they brought their professional expertise together with a shared passion for tennis to create something uniquely their own.

During the pandemic, Lauren and Lacey found themselves spending more time on the court, playing in local women’s leagues like USTA and NALTA. It was there they noticed a gap: tennis apparel for women often missed the mark—lacking the balance of performance, comfort, and style that everyday players actually want.

So, they created what they couldn’t find.

Every 40-Love piece is designed with intention—stylish enough to feel confident in, and comfortable enough to perform in. These are the pieces Lauren and Lacey wanted to wear themselves: effortless on the court, and versatile enough to carry you through the rest of your day.

Now, three years into building the brand, 40-Love Tennis continues to grow alongside the community that inspired it. Each collection has been a chance to refine and elevate—improving fabrics, perfecting fit, and thoughtfully evolving every detail based on real feedback from women on the court.

What started as an idea between two friends has grown into a brand rooted in connection, confidence, and a genuine love for the game.

At its core, 40-Love Tennis is more than apparel—it’s a reflection of the women who wear it