Pro Shop NYC: A New York City concept that blends tennis history, culture, and retail
A new force is emerging at the intersection of tennis, design, and consumer culture. Vicente Munoz, an Ecuador-born New York City-based photographer and lifelong tennis player, has launched Pro Shop NYC, a tennis-focused retail concept that sits somewhere between a gallery, archive, and boutique store. The aim: make the sport’s heritage tangible for enthusiasts outside the traditional tennis shop aisles.
Munoz’s path into this venture is rooted in a lifelong love of tennis and a keen eye for visual culture. Growing up in Ecuador, he was introduced to the sport early and rose to the top ranks locally, reaching the top 30 in Ecuador and later walking on at Penn State, where he practiced against players who would go on to achieve high rankings. After a stint in London, he settled in New York and studied at the School of Visual Arts, cultivating a parallel life as a photographer and curator of tennis imagery and artifacts.
The idea for Pro Shop NYC crystallized in 2022 during a yoga class. Frustrated by the limited retail options available to tennis enthusiasts, Munoz recognized a gap: a dedicated physical space where fans could shop, learn, and engage with the sport’s material culture—an experience that sits between a library, a museum, and a concept store. Pro Shop NYC debuted in spring at Caseta on Hester Street, and has since moved to additional pop-up locations in New York, expanding its reach with partnerships and curated experiences.
What makes Pro Shop NYC distinctive is its three-pronged approach to the tennis experience:
– Merchandising and curation: The shop showcases a blend of vintage and historic items, including rare pieces like John McEnroe’s 1985 US Open final shirt, and even a Nike shirt worn by Andre Agassi during the 1996 Olympics in Atlanta. Some pieces are replicas tied to iconic moments, such as a Roger Federer Wimbledon shirt from his early triumphs. While these high-value items may move slowly, the display functions as an archive that educates visitors about the sport’s design evolution.
– Literature and artifacts: A curated shelf of tennis literature—ranging from vintage magazines to influential books—sits alongside Munoz’s own archive of materials, inviting collectors and casual fans to dive into tennis’s cultural narrative.
– Rackets, maintenance, and know-how: The shop offers a carefully chosen assortment of racquets, including models from storied brands like Snauwaert, accompanied by expert advice on stringing, weight tuning, and racket maintenance.
Beyond the merchandise, Pro Shop NYC is a platform for education and community. Visitors can engage with stringing professionals, learn about racket setup, and participate in clinics and demonstrations tied to the sport’s heritage. Munoz positions the shop as a living archive that celebrates the aesthetics and history of tennis equipment, while also serving the needs of today’s players and collectors.
As the US Open approaches, Pro Shop NYC is rolling out a busy slate of pop-ups and activations across New York, including:
– August 17, 2025: Pro Shop Pop-Up at Fort Greene Park (with a special brand guest)
– August 23, 2025: Academy Day at Milstein Family Tennis Center powered by On
– August 25, 2025 (3–6 pm): Pro Shop x Yonex at 117 Wooster Street for racket stringing and gear demos
– September 1–7, 2025: Pro Shop Pop-Up at 345 West Broadway in Soho, in partnership with a yet-to-be-announced brand
For those who want a front-row seat to the intersection of tennis culture and style, Pro Shop NYC offers a compelling, educational, and visually rich experience. The project has also sparked conversations about a potential book project that would expand Munoz’s mission to capture and celebrate visually unique courts and other tennis spaces.
If you’re in New York, these pop-ups offer a chance to explore a fresh kind of tennis retail—one that treats the sport’s history as a living, teachable, and collectible resource. You can follow Pro Shop NYC on Instagram or visit the website for the latest pop-up locations and dates.
Summary
Pro Shop NYC is a new, culture-forward tennis retail concept founded by Vicenta Munoz that blends archival pieces, rare artifacts, literature, and expert racket guidance into a physical space and series of pop-ups across New York. It aims to educate, celebrate, and curate tennis heritage for both enthusiasts and collectors, while aligning with the broader trend of fashion and luxury brands increasingly engaging with tennis culture. A promising platform for community, education, and a deeper appreciation of the sport’s design and history.
Optional commentary
– The initiative shows how tennis culture is expanding beyond courts and courtside sponsorships into tangible experiences that appeal to collectors, historians, and fashion-minded fans alike.
– If Pro Shop NYC scales successfully, it could inspire regional pop-ups and collaborations with additional brands, potentially leading to a printed or digital archive that complements the in-store experience.
– The emphasis on education and maintenance could help demystify equipment choices for casual players and help grow the sport’s community and longevity.