The Sport’s Rise to Fashion Stardom

The US Open has long been a spectacle of athletic prowess, but this year’s tournament has seen a new kind of competition emerge: the battle for style supremacy. Tennis, once a bastion of heritage brands, has become a hot ticket in the fashion world, with players and brands alike vying for attention and prestige.

Carlos Alcaraz’s recent win was marked by his bold new look, which included a Barbie-pink tank top and a freshly shorn head. The reaction to his style was huge, and it’s just the latest example of the US Open’s growing reputation as a fashion event. Naomi Osaka, a former champion, has been a style icon throughout the tournament, wearing a custom Nike jacket and a rose headpiece to her opening match. Osaka also made headlines with her collection of bejewelled Labubu dolls, created by accessories line A-Morir, which included pieces like “Billie Jean Bling” and “Andre Swagassi.”

But Alcaraz’s look was not just a one-off. It was part of a larger trend, as players and brands alike are beginning to see the value in dressing up for the sport. Lacoste, the longtime kit supplier of Novak Djokovic, has created a “GOAT” capsule collection, featuring a jacket with a low relief of a world map and dotted with coloured tennis balls. This collection was a nod to Djokovic’s legacy and the sport’s global reach.

While tennis has always had a close relationship with fashion, the sport’s relationship with style has become more complex in recent years. Players are no longer content to just wear their kit and head to the court. Instead, they’re creating their own individualized images, with the goal of boosting their profile and earnings. Nine of the top 10 tennis earners in 2025 made more money from endorsements than prize money, and some players have even set up their own labels. For instance, Andrey Rublev and Taylor Townsend have launched their own fashion lines, reflecting the growing trend of athletes branching out into the fashion world.

The rise of tennis as a fashion event has also led to a shift in the way brands approach the sport. No longer are they content to just supply kit to players. Instead, they’re investing in high-profile partnerships and creating bespoke lines that reference the “tenniscore aesthetic.” Gucci, Louis Vuitton, and Bottega Veneta have all brought high-profile players on board, while smaller, boutique non-athleisure brands are creating lines that reference the sport’s unique style. Depop, the second-hand clothing app, has reported a 53% increase in searches for tennis skirts, highlighting the growing interest in the sport’s fashion elements.

However, not everyone is convinced that the sport’s growing focus on style is a good thing. Stuart Brumfitt, editor of tennis lifestyle magazine Bagel, has expressed concerns that the trend is getting out of hand, with players trying to create “viral moments” by wearing outrageous outfits. “Sometimes, it’s actually a bit anti-style,” he says, suggesting that the trend might be heading in a direction that could alienate traditional fans.

Despite these concerns, it seems clear that tennis is here to stay as a fashion event. And with the sport’s popularity continuing to grow—US Open ticket sales are up 70% in the past five years—it’s likely that the battle for style supremacy will only continue to intensify. As Coco Gauff, who has a collection with Miu Miu and New Balance, notes, the crossover between tennis and fashion makes the sport more accessible and appealing to a broader audience. “We obviously have core tennis fans, but fashion brings casual fans to the sport,” she says. And for some players, looking good has a positive effect on their performance, adding yet another layer to the evolving relationship between tennis and style.