THE FIRST JOURNAL
FROM THE
FIRST WORLD.
The ideas, people and experiences shaping what comes next.
THE BUILD / 001
WHY WE
BEGIN
WITH WOLF.
A focused beginning gives us room to get the details right.
WOLF 001 is our first expression of FIRST: a performance racket and compression sleeve in men’s and women’s editions. We’re developing the system around control, comfort and progression.
Before the commercial drop comes testing. Products in players’ hands. Honest feedback. Changes made for a reason. Then we build demand and learn from the first release.
The ambition is bigger than four editions. But the standard starts here.
EXPLORE WOLFCOMMUNITY / 002
MORE THAN
A PLACE TO PLAY.
A shared court is a beginning. The new partner, the close match and the conversation afterwards are what make people come back.
FIRST is being built around that experience. We’re developing testing nights, social sessions and club takeovers in London. You won’t need to own a FIRST racket to take part.
Details will follow when dates and venues are confirmed. For now, joining means being part of the beginning.
FIRST COMMUNITYDESIGN / 003
A STANDARD.
NOT A
SHORTCUT.
Performance, design and identity belong in the same conversation.
A product should feel considered in the hand and recognisable on court. Our design language is restrained: performance white, midnight blue or Wolf Blue, and a small FIRST neon signature.
Materials and manufacturing decisions are still being evaluated. European design influence does not mean European manufacture. We’ll share confirmed origins and specifications before release.
OUR APPROACH
FIRST
IN THE
WILD.
CAMPAIGN NOTEBOOK / IN DEVELOPMENT
Padel beyond the court. We’re exploring London activations, unexpected installations and the giant WOLF racket campaign.
The first campaign has not launched yet. This space will document the real moments as they happen.
ATHLETES / THE NEXT CHAPTER
BEFORE
THE NAME.
The ambition behind FIRST Athletes: identify emerging talent early, support progression and grow together through competition.
FIRST ATHLETE 001 / TO BE ANNOUNCED
PADEL CULTURE / EDITOR’S NOTE
THE GAME.
AND EVERYTHING
AROUND IT.
Courts, clubs, design and the people who shape how we play. Future stories will explore padel as a shared culture, beginning with our own community.
YOU ARE EARLY. BE PART OF IT.
BE FIRST.
Early product access. Testing opportunities. FIRST events. Private drops. Community experiences. The next chapter starts with you.
Free to join. No purchase required.