— Wimbledon has reached new heights this year with its young, high-profile players transforming into stars beyond the tennis court — with help from fashion and luxury brands.
Jannik Sinner, the Italian tennis player who ranks as the world number one, has been stepping onto Centre Court and Court One carrying his Gucci duffel bag, while fellow Italian player Lorenzo Musetti arrived in a white leather Bottega Veneta bomber jacket last week after being revealed as the brand’s latest ambassador.
Aryna Sabalenka, the Belarusian tennis player who ranks as the women’s world number one, may have been holding back tears during the press conference following her defeat against U.S. player Amanda Anisimova, but it was her two watches — one on each wrist — that took the spotlight.
On one wrist, she was wearing a Whoop fitness watch with a customized strap featuring a roaring tiger’s face. The other wrist was adorned with an Audemars Piguet, its dial dotted with diamonds.
Brands are looking beyond the players to transmit their messages, and bidding for luxurious suites to host lunches and activations with celebrities.
Over the last two weeks Ralph Lauren, Range Rover, Evian and American Express have been hosting the likes of Andrew Garfield and Monica Barbaro, Connor Swindells, Sabrina Elba, Daniel Ricciardo, Jason Isaacs and Richard E. Grant.
According to a report from WeArisma, an influencer analytics company, Ralph Lauren drove the highest EMV, or earned media value, with $2.6 million. The U.S. brand has been the tournament’s official outfitter since 2006, and regularly hosts celebrities in its new suite a few steps from Centre Court.
Prada ranked second on the list with an EMV of $1.6 million following Louis Partridge’s Instagram post of himselfwearing a Prada suit and enjoying afternoon tea.
Louis Vuitton came in third with an EMV of $654,500, followed by Gucci with an EMV of $571,300.
Jenny Tsai, chief executive officer and founder of WeArisma, said the company is predicting “a continued rise in brand ambassadorships that blur the lines between athleticism and lifestyle. Tennis in particular is becoming the next frontier; players like Carlos Alcaraz and Jannik Sinner are fashion’s new faces. Meanwhile, brands like Ralph Lauren show how long-term investment in a sport can pay off in cultural capital, not just impressions.”
Retailers and brands are also taking inspiration from the game and riding the wave of consumers’ growing interest, and participation in, sport.
Mr Porter’s own brand Mr P recently launched a tennis capsule following the success of its Mr P golf capsule, which debuted in 2021.
“The golf capsule continues to grow each year. Over the last three months alone, customer searches for golf shoes have increased by over 400 percent,” said Liza Canneford, director of private labels and circular services at Mr Porter.
“As the fashion landscape continues to evolve alongside a growing focus on physical well-being, the connection between sport and style will only deepen,” she added.
Prior to the Wimbledon Championships, Gucci’s New Bond Street store unveiled its tennis-themed window display highlighting its collaboration with the American tennis racket brand Head.
At Selfridges, menswear brand Palmes has opened a pop-up with a collection of tennis-inspired pieces.
“We’ve leaned into the tenniscore aesthetic over the last couple of summer seasons and this year we’ve expanded it even further. Our focus brands in this space include Lululemon, Varley and On Running,” said Grace Neal, buying manager.
On the grounds of the Wimbledon Championships, the All England Lawn Tennis and Croquet Club has also been watching the sales of its apparel collection soar.
According to the club, 51,631 units of merchandise had been sold as of Friday, with 12,883 towels and 10,942 white caps with the Wimbledon logo.
The brand’s 2025 collection features preppy pleated skirts, cardigans with square breast pockets and caps with a script typeface, which have already sold out.
