Thirty-5 Capital, LLC, a family office and private equity firm focused on sports technology and innovation companies, announced its first strategic investment in pickleball apparel through a partnership with Muev, a new fashion performance brand.

The collaboration expands Thirty-5 Capital’s pickleball portfolio built through its United Pickleball Properties, LLC. investment sleeve. The company is also

  • a majority owner of the Chicago Slice, a Major League Pickleball franchise;
  • an investor in Paddletek, ProXR Pickleball and Boundless Pickleball;
  • three paddle brands combined under Thirty-5 Capital’s United Pickleball Paddles (UPP) umbrella;
  • and a backer of Sqairz, the sports footwear brand scheduled to introduce its first pickleball shoe in Q4.

Muev was launched online in September by Chris Rork, a 30-plus-year apparel industry veteran. Rork’s career has involved leading supply chain operations for Levi’s, Ralph Lauren and Carter’s, where he established sourcing, manufacturing and distribution connections and expertise. Rork also founded the sustainable baby apparel company Kanopy Brands, has led apparel startups for Shaquille O’Neal and Andre3000 and is an avid cyclist and pickleball enthusiast.

“Apparel has been on our radar ever since we began investing in the pickleball space, and Muev has both the design and operational chops we were looking for in an athletic wear partner,” said Ron Saslow, founder and managing partner of Thirty-5 Capital. “As a veteran of the apparel industry and as a pickleball player himself, Chris has assembled a superlative design team as well as a formidable supply chain that we believe will establish Muev as a top brand in the sport. They know how to get players ‘Mueving’ comfortably and stylishly, whether they’re diving for a shot or grabbing a cup of coffee after a game.”

Muev manufactures thermoregulated apparel for men and women for use on and off the court. The apparel ranges from shirts, socks, and hoodies to dresses, skirts, and hats designed by creators who have worked for Tommy Hilfiger, Lululemon, Nike, and Ralph Lauren.

“This partnership represents a significant milestone for our company and the pickleball industry as a whole. With their support, we are well-positioned to offer pickleball apparel that leads in performance and style. Together, we are committed to elevating the sport, empowering players, and driving global adoption,” Rork said. “This investment from Thirty-5 Capital showcases our shared vision and underscores the immense potential of this collaboration.”

Muev is launching as a direct-to-consumer brand with plans to enter the wholesale channel in 2025.