By Liza Horan

New York—Tennis fans no longer have to pay $55 for a grounds pass to the U.S. Open in order to get the full selection of branded gear. The opening of an official tournament outpost in Soho is delivering the goods without the schlep.

The temporary shop at 129 Prince Street took over the former Phat Farm store for three weeks. The location at the intersection of Prince and Wooster streets is another move by the USTA to position the U.S. Open as trendy and fashionable. It’s down the block from Jim Courier’s office and the Mercer Hotel, where rockers like Duran Duran and the Red Hot Chili Peppers stay while playing New York City. The Heidi Klum-designed U.S. Open T-shirt is just one the hundreds of items for sale.

To raise awareness of the shop, a street team outfitted in tennis wear hit the Soho cobblestone and an umpire’s chair outside announced the opening on Friday, Aug. 22. An autograph session by Ashley Harkleroad and a book signing by Bud Collins, whose The Bud Collins History of Tennis was recently released, were schedule to drive foot traffic.

This year’s offerings include T-shirts that feature logos from Opens past and the recently resurrected Tad Davis vintage label, which uses premium fabrics and a distressed look with stitching. “The fabric is top-notch,” says USTA head of merchandising and licensing Paul White. “It’s inspired by the 40th anniversary of Open Era tennis.” Premium materials translate into premium pricing of course; one super thick, soft sweatshirt costs $99.

The decision to open the “pop-up” store is part of the USTA’s plan to capitalize on the power of what the U.S. Open brand has become—big business. Just as the tournament evolved into an entertainment bonanza, brand extensions in all corners are manifesting. It’s paying off.

“Our merchandise is so popular we felt we should extend our footprint beyond the grounds into Manhattan,” says White. “Last year’s sales were our highest ever, which is testament to our design team and our repeated customers.

While the Soho shop is acting like a Manhattan flagship for the U.S. Open, a limited selection of official merchandise also is available at retail set-ups at the Grand Hyatt Hotel on 42nd Street, Madison Square Park near the American Express viewing area, and, for Labor Day weekend, Grand Central Terminal.”

Mason’s Tennis, located on East 53rd Street, also sells official merchandise. “I think they’re one of the few true tennis shops in Manhattan, so it’s important to have a presence there,” White says.

The process of designing official gear is a year-long process. “We have to work far out,” White reports. “We already started working on the 2009 offerings with one of our licensees.”