Exciting Partnerships in Store This Year

For years, players and friends have asked us why ADV wasn’t sponsoring professional tennis players. The honest answer was simple: we were missing the most personal piece of equipment in a player’s career — their racquet.

And yeah. We’re no racquet experts. We build thoughtful court essentials and carry gear. And while we’re obsessive about research and details, we knew we couldn’t deliver something truly additive or innovative in racquets, so we chose to wait on this idea of working with pros. 

This year, that changed.

We’ve partnered with Sven Goth, a racquet expert with decades of experience in customization and performance. During his tenure at Bosworth, Sven collaborated with legends such as Pete Sampras, Andre Agassi, Monica Seles, and Martina Hingis. He was instrumental in optimizing racket configurations for numerous Top 10 players, ensuring their equipment was precision-tuned to their individual playing styles. He is also the founder of ZUS, a custom racket brand known for substance over hype and relentless focus on performance.

Together, this partnership allows each of us to stay in our lane and push it further. Sven continues to fine-tune and customize racquets for athletes, while we focus on innovating court essentials and travel gear, now informed by feedback that spans even more stages of a player’s tennis journey.

What This Means

This year, we’ll be partnering with four professional players across the ATP and WTA tours. Rather than calling these sponsorships, we’re treating them as true partnerships.

These players will carry ADV Pro V3 bags and Backpack V2s, and in return, they’ll share what we’ve asked for openly: honest, specific, and sometimes unfiltered feedback. How our gear holds up to constant travel. How it performs across climates and surfaces. What works, what doesn’t, and what could be better.

Collectively, these players travel hundreds of days a year, compete across wildly different conditions, and rely heavily on their tournament carry. We’re excited to play a small role in supporting that reality, and to learn from it.

We’re proud to introduce:

• JP Smith — Top-40 ATP doubles player, Australian Open mixed doubles finalist (2019, 2025), and Grand Slam doubles quarterfinalist.
• Andres Martin — Top 300 singles player, top 10 NCAA individual ranking in 2021, with a Challenger singles final (2025), a Challenger doubles title (2025)
• Sem Verbeek — Top 30 doubles player, Wimbledon mixed doubles champ (2025), Australian Open semi-finalist (2025), and Amsterdam Athlete of the Year (2025).

Pushing Our Thinking

Alongside the players, we’re also working closely with coach Jacob Meyer (who coaches several of our partner athletes), bringing years of tour experience and deep conviction around player development.

Jacob has coached at the highest levels, including helping Barbara Krejčíková medal in both singles and doubles at the 2021 French Open and supporting Tennys Sandgren during his run at the 2020 Australian Open. But what stands out most to us is his belief in mental strength, clear goal-setting, and ‘roadmaps’, the same principles we rely on when planning product development at ADV.

Even in the early stages of this collaboration, Jacob and the players have already challenged us with thoughtful use cases and comparisons. They’ve tried a lot of gear. They know what holds up and what doesn’t. That perspective is invaluable, and we’re excited to keep listening and sharing what we learn.

What’s Coming Next

This February and March, we’ll be sharing some chapters of this journey.

We’ll take you behind the scenes at ZÜS’ factory to show you how Sven prepares his racquets. You’ll see unboxing moments from each player as they receive their ADV bags. And we’ll dive deeper into off-season training, coaching philosophy, and how real-world feedback shapes what we build next.