Inside Dallas’ Sportiest New Pop-Up – Center Court at The Joule

Jhe Dallas streetwear scene has grown exponentially in recent years. Spots like Human Dior, PCH-LA and Sneaker Politics have helped establish the city as a solid streetwear destination beyond New York or Los Angeles. But none more so than Center, a collector’s paradise that has paved the way for local hypebeast hopefuls since it opened in 2007. In honor of Dallas Art Month, the Center team is taking their merchandising skills downtown with Joule center court.

Over the next three months (the brand is planning more lively drops throughout the summer), Center Court is offering exclusive branded merchandise reminiscent of the golden age of tennis (think: neon sweatbands inspired by the 90s and limited-edition windbreakers), as well as vintage Rolex watches and designer sunglasses from Dallas eyewear boutique Faces Óptica.

Branded merchandise exclusive to Center Court at The Joule ranges from $20 to $100.

“We couldn’t be more excited for The Joule to collaborate with such an innovative and like-minded local brand,” I did Banya, CMO at Headington Companies, shares in a press release. “Centre has a unique vision in streetwear and has built a very stylish and authentic fan base. We are excited to see the dynamic energy this pop-up will bring to Main Street.

The Main Street pop-up — located between Traffic LA and The Joule — is a hyper-local collaboration of like-minded Dallas brands.

Even the interiors have a little fun. The Main Street space — located between Traffic LA and The Joule — was designed to evoke a country club, with ivy-covered walls and neon courtyard lines.

“I am proud of the trajectory that the Center has followed with respect to other markets and places,” Glaze Reid, Creative Director of the Center, also shared in the statement. “To see this vision come to life in the center of our city is extremely rewarding.

Joule’s center court opens to the public on April 8 and will remain at 1604 Main Street for the next three months. The pop-up is open Wednesday through Saturday (11 a.m. to 6 p.m.) — though hours may vary, so check in at 1530 Main or CentreTX on Instagram before your visit.

Scroll through our slideshow now for a taste of Center Court.