The eight-year-old brand Vuori, founded by Joe Kudla, which has been developing a new perspective on performance apparel through the integration of fitness, surf, sport, and art, is reportedly in talks with various investment banks about a possible public float of its stock sometime in 2024. Vuori is seeking at least a $4 billion valuation, the estimate it received in October 2021 when Softbank invested $400 million in the company.

With tennis culture and lifestyle growing in popularity, helped by the pickleball phenomena, Vuori has signed U.S. pro Marcos Giron as a brand ambassador and continued to expand its offerings in tennis-specific apparel. The company is said to see a large growth path by developing tennis-inspired, lifestyle apparel with performance enhancements for on- or off-the-court wear. After introducing a court collection of apparel for women in 2022, Vuori has followed this year with numerous tennis-inspired products that include its Volley Skirt for women and Kore Short for men.

While the California company originally tapped into Southern California surf shops and other retailers in the region, much of its distribution in recent years has been direct-to-consumer via ecommerce. Additionally, several run specialty shops carry active apparel from the brand.

To date the brand’s only foray into footwear has been via collab — the Malone Lite Vuori shoe, a gender-neutral style made using mostly recycled materials, is currently available. It was made in a collab with sneaker brand Clae.