Entertainment
TikTok Creator to Corporate Consultant: How Alexei Hamblin is Reviving Slazenger
A 23-year-old designer who critiqued legacy sports brands on TikTok has been hired by Frasers Group to lead a brand reinvention. Alexei Hamblin is now developing a premium sportswear line for Slazenger, bridging the gap between historical heritage and Gen Z consumer habits.
February 25, 2026665 views
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