Julian & Cesc sat down with Lucio Mormile, the visionary founder behind Hirostar and manager of padel star Tolito Aguirre, to explore the journey and future of this emerging padel brand.
The Birth and Evolution of Hirostar
Lucio emphasized the importance of creating padel rackets that are not only high quality but visually appealing—something very much rooted in the Italian philosophy of design. "Between a very good racket that's not sexy and a sexy racket that's average, users probably choose the sexier one," Lucio explained, highlighting the significance of design alongside performance.
Hirostar started small, initially creating rackets for a niche Italian market. However, they quickly expanded, with their unique blend of design, quality, and affordability striking a chord with players.
The Rise of the Alien: Tolito Aguirre’s Signature Line
Lucio shared how Hirostar's partnership with Tolito Aguirre, affectionately nicknamed "Alien" on the court, evolved from a simple sponsorship into a deeper collaboration. Initially selecting rackets from Hirostar’s existing range, Tolito eventually had his own signature racket developed to suit his aggressive and inventive style of play.
Tolito’s personal connection to the brand runs deep, featuring his own tattoos in the racket design. This signature "Alien" line quickly became a best-seller, comprising nearly 40% of Hirostar’s sales in 2024.
Hirostar’s Unique Appeal
Lucio believes that while most premium padel rackets share similar quality, Hirostar distinguishes itself through personalized touches and professional endorsements that genuinely resonate with players. Unlike many competitors, Hirostar offers its professional athletes exactly the same rackets sold commercially, ensuring authenticity in their marketing and product quality.
Expanding into New Markets
The US market is Hirostar’s next big target. Lucio detailed the upcoming launch of Hirostar’s 2025 collection at the Racket X event, showcasing nine unique rackets, including two models from the Alien line designed for different player levels:
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Alien Pro (24K carbon, stiff, professional-level racket)
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Alien (12K carbon, softer, more accessible racket)
Alongside rackets, Hirostar is also expanding into apparel and accessories, including high-quality bags and clothing, catering to the full padel lifestyle.
Hirostar’s Strategy for Growth in the USA
Recognizing the unique challenges and opportunities within the US, Hirostar has planned substantial investments into marketing, brand awareness, and direct engagement with clubs and local players. They aim to leverage Tolito’s visibility and online popularity to organically drive brand recognition among American padel enthusiasts.
Moreover, Hirostar intends to hire local representatives to build relationships directly with clubs and coaches, further establishing their footprint in the rapidly growing American padel community.
What’s Next?
The Alien line and the broader Hirostar collection will officially debut at Racket X, with availability through major padel retailers and e-commerce platforms, including Amazon and specialized stores. With strategic investments, compelling designs, and star endorsements, Hirostar is positioned to make a significant impact on the global padel market, particularly in the US.
Padel enthusiasts, both amateur and pro alike, have much to look forward to from Hirostar in 2025 and beyond.