US EditionTennis Fashion Is Exploding at the US Open. Luxury Brands Want In
Luxury brands like Gucci and Dior partner with top players at the US Open, leveraging tennis's growing popularity and diverse audience for high-end marketing opportunities.
- At the US Open, luxury brands are making an early entrance as Gucci and Miu Miu logos appear on courts, marking tennis fashion's surge beyond Nike and Adidas.
- Because of its status and audience, tennis appeals to marketers as it blends prestige with broad demographics, and Meeta Roy of Fashion Institute of Technology said, `Tennis is a marketer's dream, because it crosses so many demographics and still has prestige.'
- Examples of brand-player deals include Lorenzo Musetti debuting as Bottega Veneta's athlete, Coco Gauff wearing Miu Miu dresses at three tournaments, and new deals with Burberry, Canali, and Dior since January.
- Fashion is widening tennis's audience while brands refine marketing tactics, as fashion helps bring casual fans and courts serve as a stage; brands often use a two-tiered strategy, backing players to reach their audiences.
- Just days apart, the US Open and New York Fashion Week now overlap for marketers, with only four days separating these cross-town spectacles and luxury partnerships historically sparse.
58 Articles
58 Articles
Helena Independent Record
A tennis fashion explodes at US Open, luxury brands want in
NEW YORK — Before New York Fashion Week kicks off in Manhattan, some of the incoming brands are making an early first stop elsewhere — out in Queens, on the blue hard courts of the U.S. Open, where play continues…
Before New York Fashion Week kicks off in Manhattan, some of the participating brands are making their first stop elsewhere: in Queens, on the blue slopes of the US Open, where…
Fashion Aces: Luxury Brands Serve Style at the U.S. Open
Luxury fashion brands are increasingly partnering with tennis players, using major events like the U.S. Open as platforms to enhance brand visibility. By aligning with the sport, brands like Gucci and Miu Miu are tapping into tennis's diverse audience, merging prestige with broad appeal to attract nontraditional fashion customers.
Associated Press News
Tennis fashion is exploding at the US Open. Luxury brands want in
Before New York Fashion Week kicks off in Manhattan, some of the incoming brands are making an early first stop elsewhere — in Queens, on the blue hard courts of the U.S.
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