Danielle Collins launches iconic richsport merch collab

Introducing Danielle Collins: entrepreneur.

“I’m in a new era now, David,” Danielle Collins told me with a laugh.

The world No. 14 is made her long-awaited foray into the world of tennis merchandise official on Friday when she launched the first drop from an eponymous collaboration with richsport, a bicoastal and women-founded tennis accessory brand.

“For years, I’ve had so many fans reach out to me, saying, ‘Danielle, when are you going to do a merchandise drop? We need some “Danimal” Collins merchandise,’” she told me over the phone Thursday night.

“I finally got to thinking about it like, ‘Yeah, let’s f—ing go! We’re doing this, and now’s the time.’”

Following a successful pop-up event at the Terra Hotel in Palm Springs, fans can now purchase a Danielle Collins x richsport t-shirt and trucker cap with the words “Play Tennis, Cash Checks, Repeat” emblazoned across the front.

“We wanted to create something that was really fun, sassy, and something that the fans could just enjoy and be able to wear both to matches and away from the court, something they could have fun with.”

One of the sport's most memed players, Collins has spotted custom t-shirts and phone cases bearing her likeness and catchphrases throughout her decade-long career, but the American was finally inspired to monetize after an unforgettable Australian Open in January.

“I obviously made some bold statements and got a lot of conversation going around women’s tennis and just women being able to talk about money,” said Collins.

I’ve really leaned into who I truly am. I’m someone who is passionate, somebody who can be emotional, and I won’t let people walk all over me. I’m not only going to stick up for myself, but I’m also going to stick up for other people. Danielle Collins

In her first major appearance since announcing plans to postpone her retirement due to ongoing off-court health issues, she boldly faced down taunting fans during a match against hometown favorite Destanee Aiava, jokingly boasting about plans to spend her Melbourne prize money on a five-star vacation. The moment became the biggest topic of the tournament’s first week, drawing boos from fans and criticism from local commentators.

“I’m somebody who likes laugh at myself,” said Collins, who took that vacation, by the way. “I don’t take myself too seriously, but other people do! They look at a situation where I’m responding to poor behavior, and that gets treated worse than the offense itself.

“What I’ve learned through these experiences is that, if I respond, I’m crazy. If I respond, I’m out of line. If I respond, I’m the one with a problem. I’ve gotten to the point where I’ve just embraced sticking up for myself. I’ve embraced, now more than ever, being proud of myself and my career, with everything I’ve gone through.”

The 2022 Australian Open finalist is coming off a wildly successful first attempt at a farewell season, riding a 15-match winning streak to a WTA 1000 title in Miami and a 500-level win in Charleston. Always a cult heroine, the 31-year-old has bravely shared her struggles with fertility stemming from her 2021 endometriosis diagnosis, but her experience in Australia served as a reminder that she isn’t your stereotypical sentimental favorite.

“Female athletes deal with a whole set of unique challenges that are different from what male athletes deal with,” she told me. “That’s not political; that’s just a fact. I don’t think we’re in a society where it’s embraced for us to stick up for ourselves, or wear our hearts on our sleeves, or play with emotions. I still think that it’s frowned upon if we display feelings of being upset, or having a moment of passion on court. I think a lot of those expectations that are placed on us are super unhealthy and unfair.

“I’ve really leaned into who I truly am,” she continued. “I’m someone who is passionate, somebody who can be emotional, and I won’t let people walk all over me. I’m not only going to stick up for myself, but I’m also going to stick up for other people.”

Collins channeled the AO incident into a whimsical debut drop with help from richsport co-founders Nicole Dunn and Sarah Koudouzian. Their brand, according to their website, is inspired by “90’s and Y2K nostalgia in our playlists, visual elements and tactile designs, ensuring you feel rich in experience.”

“Their brand is very much centered around fun, vibrant, and bright colors, and that’s what kind of represents me,” said Collins. “We were able to play around with the design choices and messaging to come up with something that was really true to me and my personality.”

I think a lot of people are saying this now but tennis needs more fun. We need to be able to be a bit more light-hearted at times, be able to laugh at ourselves, but also wear our hearts on our sleeves. Danielle Collins

Behind the campy presentation is an aspiration towards serving the greater good as the trio plans to divert a portion of the line’s proceeds to a women’s equity fund.

“When a male athlete is successful and earns good money, they can talk about it a little more openly, and not be judged in the same way that women get judged when they talk about success and money,” Collins told me.

“It seems very apparent that society still has a bit of a problem with women talking about money and success, and women being proud of their success. Part of this line is centered around encouraging women to be able to talk about money freely, and being open about their success. I want to get more women comfortable embracing both.”

One male athlete she hopes will wear the merch is Novak Djokovic, who emerged as one of her biggest supporters amid the Australian Open dust-up

“I haven’t seen Novak this tournament yet but I will definitely be gifting him some merch,” promised Collins, who also teased future drops later this year. “It’s already been so fun seeing everybody, like today there were a couple fans at my doubles match that had the merchandise. It’s been awesome seeing people take photos with the merch and having fun with it.

“I think that’s what it’s all about, is just having fun. I think a lot of people are saying this now but tennis needs more fun. We need to be able to be a bit more light-hearted at times, be able to laugh at ourselves, but also wear our hearts on our sleeves.”

The Danielle Collins x richsport line is the latest milestone in Collins’ quest to embrace authenticity, a desire to express sides of herself that extend beyond the dimensions of a tennis court.

“My personality actually falls more on the introverted side, and that’s why it’s taken me so long to do a merch drop!” she laughed. “I wasn’t ready to go that far with wearing my heart on my sleeve, but now I am!”

Click here to learn more about the Danielle Collins x richsport collab.