LVMH-backed fund invests in Rhoback

Premium performance apparel brand Rhoback has secured investment from a new fund backed by L Catterton, the consumer-focused private equity firm supported by luxury giant LVMH. While the funding will help accelerate Rhoback's expansion, the broader significance lies in continued investor confidence in participation sports and active lifestyle brands. As consumers spend more on wellness, fitness and recreation, investors are increasingly backing the businesses that serve those communities.

Rhoback has built a strong following through golf, racket sports and lifestyle categories, positioning itself within some of the fastest-growing participation sports markets. Unlike traditional sportswear brands, it has focused on community-driven growth and direct-to-consumer relationships.

The investment reflects a broader shift in consumer behaviour. Participation sports such as golf, pickleball, running and fitness continue to attract new audiences, creating opportunities for brands that sit at the intersection of performance, lifestyle and fashion.

For investors, businesses like Rhoback offer exposure to long-term consumer trends without the complexity of owning teams, leagues or media rights. Strong brand loyalty, recurring customer

relationships and growing participation rates make the category increasingly attractive.

As investment continues to flow into sport, some of the most interesting opportunities may not be on the field of play but in the businesses supporting how people participate in sport every day.