This year’s US Open has offered more than just thrilling rallies and surprise eliminations—it’s also become one of the season’s most-watched fashion runways. While fans tune in for the forehands and tie-breakers, it’s the bold outfits, designer collaborations, and off-court styling that are sparking nearly as much conversation as the matches themselves.
One of the biggest talking points has been Carlos Alcaraz’s striking new look. The Spanish star stunned fans not just with his powerful play but with a freshly shaved head and a bright, Barbie-pink tank top. The attention surrounding his appearance shows just how much tennis has grown into a stage where sport and style meet in dramatic fashion.
Naomi Osaka’s Sparkling Return
Former champion Naomi Osaka may have exited earlier than expected, but not before leaving her mark on the fashion scoreboard. In her semifinal against Amanda Anisimova, Osaka dazzled under the lights in a custom Nike indigo jacket adorned with Swarovski crystals, paired with a bubble-hem mini dress. For her opening match, she added flair with a rose-shaped headpiece, further cementing her reputation as one of tennis’s most adventurous dressers.
Her accessories didn’t stop there—throughout the tournament, she kept a collection of bejeweled Labubu dolls courtside, with names like “Billie Jean Bling” and “Andre Swagassi.” When asked, Osaka admitted her choices were “a little elaborate,” but her fans wouldn’t want it any other way.
Djokovic’s World Map Moment
Novak Djokovic, long backed by Lacoste, also generated buzz when he walked onto the court in a custom white windbreaker. The jacket featured laser-cut leather pieces arranged into a relief of a world map, dotted with colored tennis balls representing different playing surfaces. While Lacoste has gone as far as launching a five-piece “GOAT” capsule for him, it was this singular jacket that reminded everyone the Serb is as much a global icon as he is a 24-time Grand Slam champion.
Fashion Has Always Been in Tennis’s DNA
From Suzanne Lenglen’s flowing pleats and headscarves in the 1920s to Andre Agassi’s denim shorts in the ’90s and Serena Williams’s iconic catsuit, tennis has always blurred the line between sport and fashion. But today, the walk from the locker room to the baseline has evolved into a genuine catwalk moment—carefully curated, photographed, and dissected on social media.
The timing couldn’t be better. After last year’s hit tennis film Challengers and the rise of charismatic young stars, interest in tennis is surging. Ticket sales at the US Open have jumped 70% over the past five years, and fashion brands have noticed.
Designer Collaborations Everywhere
“Fashion houses are chasing tennis because the sport is hot—and so is the attention and money around it,” explains Jessica Schiffer, a journalist who covers the intersection of tennis and style. Major labels like Gucci, Louis Vuitton, and Bottega Veneta have signed headline players, while even resale platforms like Depop report surging demand for tennis-inspired looks, with searches for skirts up more than 50%.
Traditionally, luxury heritage names like Rolex and Ralph Lauren dominated the space. Now, the court is open to bold newcomers. Venus Williams, for example, has stunned not only in Lacoste but also in pieces by Luar, ERL, and Pucci, working with her stylist Ronald Burton III to curate looks that grab attention both on and off the court.
Shifts in Sponsorship
But the boom in tennis fashion isn’t just about glitter and glamour—it’s reshaping the business of the sport. Daniel-Yaw Miller, a writer for Sportsverse, points out that players no longer want to be just another face in a large brand’s roster. Stars like Taylor Fritz and Frances Tiafoe have left Nike, following the example of Roger Federer, who signed a blockbuster deal with Uniqlo years ago. Others, including Andrey Rublev and Taylor Townsend, have even launched their own labels.
“Nike is pouring its resources into just a handful of top players,” Schiffer adds, pointing to names like Alcaraz, Jannik Sinner, and Aryna Sabalenka. That leaves space for competitors to swoop in with bigger paychecks and more creative freedom. The trend is paying off—nine of the world’s top 10 tennis earners this year made more money from endorsements than from prize money.
Fashion as a Game-Changer
For Coco Gauff, who has collaborations with Miu Miu and New Balance, this blending of style and sport is more than cosmetic. She argues that fashion makes tennis more approachable to casual fans. “Looking good also makes me feel better on the court,” she has said, suggesting the right outfit can boost confidence as much as it boosts brand recognition.
Still, not everyone is sold on the flashiest ensembles. Stuart Brumfitt, editor of the tennis lifestyle magazine Bagel, warns that some players are chasing viral moments a little too hard. “Sometimes it’s edging toward over-the-top—more Vegas show than sporting chic,” he notes.
Interestingly, beneath Djokovic’s extravagant map jacket was a classic all-black kit, a minimalist look that evoked Roger Federer’s famed “Darth Federer” outfit from 2007. Sleek, simple, and memorable—proof that in tennis, as in fashion, sometimes less really is more.