From Rackets to Runway — Tennis Is Owning the Luxury Spotlight

Tennis has always had a unique aesthetic appeal. Its clean lines, crisp whites, and quiet elegance gave it an air of exclusivity long before luxury fashion took notice. But in recent years, the relationship between tennis and high fashion has deepened, becoming a powerful cultural phenomenon. Today’s top players are no longer just athletes — they are brand ambassadors, runway muses, and icons of a lifestyle where sport meets sophistication.

Gucci’s Grand Slam with Jannik Sinner

Italian tennis prodigy Jannik Sinner has become a face of modern tennis style thanks to his partnership with Gucci. One of his most memorable appearances came at Wimbledon, where he walked onto Centre Court carrying a custom Gucci monogram duffle bag — a bold, logo-laden statement in a sea of tradition. Gucci has also styled Sinner in sleek suiting for off-court appearances, merging tailored Italian elegance with his youthful, understated charm. This collaboration underscores Gucci’s ability to marry heritage with contemporary cool, positioning tennis as a sport that can embrace both performance and high fashion.

Louis Vuitton Serves with Carlos Alcaraz and the Federer–Nadal Legacy

Carlos Alcaraz, the young Spanish champion, is making waves not just for his game but for his luxury endorsements. His work with Louis Vuitton includes campaigns where athleticism meets art, often featuring the brand’s iconic monogram in fresh, sport-inspired contexts.

But Louis Vuitton’s tennis story doesn’t stop there. The house also made history by featuring Roger Federer and Rafael Nadal together in a campaign — a rare moment that merged the rivalry and respect of two legends into a single visual narrative. Styled with Vuitton’s travel trunks and leather goods, the campaign reinforced the idea that tennis is as much about journeys and legacy as it is about titles.

Kith x Wilson: Streetwear Meets the Baseline

The Kith x Wilson collaboration is a perfect example of how tennis style is evolving beyond the traditional country club aesthetic. The collection blended Wilson’s sports heritage with Kith’s streetwear sensibilities, resulting in apparel, sneakers, and even rackets that could live both on the court and in a fashion-forward wardrobe. This partnership reflects tennis’ growing influence on youth culture, where performance gear can double as street style.

Coco Gauff: Miu Miu x New Balance and Wales Bonner’s Luxury Touch

Fresh off her Grand Slam victories, Coco Gauff is a rising star in both sport and fashion. Her Miu Miu x New Balance looks have redefined performance wear — cropped polos, pleated skirts, and retro-inspired sneakers that channel the brand’s playful sophistication while maintaining functionality for match play.

Off the court, Gauff has been spotted wearing custom Wales Bonner x Bose headphones, adding a layer of luxury detail to her pre-match rituals. Wales Bonner’s minimalist-meets-luxe aesthetic brings an unexpected but perfectly curated accessory moment to the tennis tunnel, showing how even tech can get a designer upgrade.

Lacoste: From Crocodile Logos to Runway Presence

Few brands have bridged tennis and fashion as seamlessly as Lacoste. Founded by French tennis legend René Lacoste, the label has transformed from a performance-driven sportswear brand into a staple of high-end casual fashion. Today, the Lacoste polo is as likely to appear in a Paris fashion week collection as it is in a Roland Garros match. Collaborations with contemporary designers and limited-edition drops have kept the crocodile logo relevant and covetable for new generations, proving that legacy brands can thrive in both arenas.

Bottega Veneta’s Subtle Court Statement

While not traditionally associated with tennis gear, Bottega Veneta has made its mark by outfitting players for high-profile appearances and creating accessories that complement a modern tennis lifestyle. Think woven leather weekend bags, understated sneakers, and tailored knitwear — pieces that speak to an audience that values both luxury and low-key elegance.

Why Tennis is Fashion’s Favorite Arena

The tennis-luxury connection works because both worlds prize precision, presentation, and performance. Tennis stars are ideal brand ambassadors: they embody discipline, international appeal, and aspirational lifestyles. For luxury houses, aligning with these athletes offers a chance to tap into a global fan base while projecting values of excellence and timelessness.

ALSO READ: Bottega Veneta Names Lorenzo Musetti As Brand Ambassador During Wimbledon 2025

Social media has amplified this relationship, turning tunnel walks and press conferences into mini runway shows. The visibility of a Gucci duffle, a Vuitton monogram jacket, or a Miu Miu pleated skirt on a top player is instantaneous, reaching millions and cementing tennis as a style leader.

The Match Point of Style and Sport

From Sinner’s Gucci moments to Federer and Nadal’s Vuitton legacy, from Gauff’s Miu Miu sets to Kith’s streetwise takes, tennis is experiencing a golden age of fashion relevance. The sport’s clean aesthetic, global reach, and individual-focused narratives make it a perfect platform for luxury brands to showcase their vision.
What was once a game of whites and quiet elegance is now a vibrant display of colour, collaboration, and couture — proving that in today’s world, the biggest wins happen both on the scoreboard and in the style stakes.