The US Open has become a showcase for high fashion, with players like Carlos Alcaraz and Naomi Osaka making style statements alongside their sporting achievements. Alcaraz drew attention with his shaved head and Barbie-pink tank top, while Osaka wore a custom Nike jacket embellished with Swarovski crystals and a rose headpiece. The trend reflects a broader shift, with luxury brands such as Gucci, Louis Vuitton and Bottega Veneta signing top players, and smaller labels embracing the 'tenniscore' aesthetic.
Traditional kit suppliers are facing competition as players seek more personalised and lucrative deals. Novak Djokovic's sponsor Lacoste created a 'GOAT' capsule collection, while Britain's Jack Draper, a Burberry ambassador, exemplifies the new wave. Nike, which outfits stars like Alcaraz and Aryna Sabalenka, has seen other players leave for better opportunities elsewhere.
The cultural resurgence of tennis, boosted by last year's film 'Challengers' and a crop of charismatic players, has driven a 70% rise in US Open ticket sales over five years. Fashion brands are capitalising on the sport's growing popularity, with second-hand app Depop reporting a 53% increase in searches for tennis skirts.
