Love All is a Salted label focused on tennis.

At the start of every tennis match, the score is “Love all”. We highlight this to recall the essential equality of people, and the essence of sports as an opportunity to engage in good-faith competition, shared rules, and fairness.

Our emblematic great blue heron reminds that we must also treat Nature this way, and act with love and respect for the living systems that make human existence, and all of our pursuits of excellence, possible.

We do not see this as an add-on or a distraction; we see it as essential to all areas of human pursuit, exploration, and excellence.

To compete must mean to compete honestly, and tennis keeps you honest, because the ball is coming back in whatever way your opponent can manage to get it back. You cannot run out the clock; you need to keep being crafty and creative. No one has the last word, until the final point is won.

And, of course, we mean for Love All to highlight the role that recognition of each other’s human rights and dignity plays in creating societies that are freer and more fair, and so primed for an expansion of human wellbeing, exploration, and excellence.

In 2026, we celebrate the 250th anniversary of the Declaration of Independence—the first legal document in history that recognized that all human beings are createed equal and endowed with unalienable rights. It is also an opportunity to celebrate the worldwide wave of democratic movements that has followed, and which continues to seek to recognize and honor the humanity of every person.

The Love All series is coming soon. Our aim is to help everyone celebrate the simple joy of the game, and the opportunity for people of all levels, ages, and backgrounds, to compete or to just give it a try.