Tennis Fashion Shines at U.S. Open, Blending Style and Business
The 2025 U.S. Open hasn’t just showcased the best tennis talent—it’s turned into a vibrant runway. Sports and high fashion are colliding in ways we haven’t quite seen before.
From Naomi Osaka’s crystal-studded outfits to Maria Sharapova’s iconic black dress, the tournament feels like a platform for athletes to flaunt their individuality. It’s not just about winning matches; it’s about making a statement, too.
The Intersection of Fashion and Tennis
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Fashion’s always had a place in tennis, but this year’s U.S. Open really took things up a notch. Naomi Osaka and Maria Sharapova have become style icons, using their on-court looks to turn heads.
Osaka’s night-session outfit, with its red roses and crystals, pushed the envelope. Sharapova brought back her classic black dress, blending nostalgia with a hint of something new.
Naomi Osaka’s Dazzling Ensembles
Naomi Osaka’s looks at the 2025 U.S. Open have been wild—in the best way. Her night-session outfit, a red jacket and dress covered in crystals, took years to create.
Getting all those crystals onto sportswear wasn’t easy. Her daytime look, a bright purple getup also decked out in crystals, turned just as many heads.
She even carried a crystal-encrusted Labubu doll—apparently, that’s the latest must-have accessory among athletes and pop stars. It’s quirky, but it works for her.
Maria Sharapova’s Timeless Elegance
Maria Sharapova made her return to Arthur Ashe Stadium in an updated version of her legendary 2006 black dress. Inspired by Audrey Hepburn and sparkling with crystals, the dress reminded everyone why Sharapova’s style still matters.
She received a special ring for her Tennis Hall of Fame induction, which just added to the moment. Sharapova’s mix of elegance and modern flair keeps her relevant, even off the court.
Lucrative Sponsorship Deals
Fashion in tennis isn’t just about looking good. There’s big money in it now, with players locking in deals with luxury brands that boost their profiles and bank accounts.
Carlos Alcaraz teamed up with Louis Vuitton. Jannik Sinner signed with Gucci. Coco Gauff joined forces with Miu Miu through New Balance. These deals are everywhere.
Jack Draper’s Bold Move
Jack Draper left Nike for Vuori, a Southern California athleisure brand. Vuori wanted him to be the face of their brand, not just another athlete in the crowd.
The deal’s reportedly worth about $5 million a year. Draper’s move shows how much personalized sponsorships now matter in tennis—maybe more than ever.
Frances Tiafoe and Lululemon
Frances Tiafoe jumped from Nike to Lululemon for similar reasons. He wanted to be the main guy, not lost in a sea of athletes.
This gives players more chances to build their own brands and get front-and-center in ads and billboards. Tiafoe’s move really highlights how players are chasing partnerships that fit their ambitions and personalities.
Fashion’s Broader Impact on Tennis
Fashion’s reach goes way beyond just the players. The ATP’s working with menswear label Palmes, and they’ve set up styling suites for top athletes.
These efforts are all about building player brands and attracting younger, style-savvy fans to the sport. Tennis wants to stay relevant, and fashion’s a big part of that strategy.
ATP’s Fashion Initiatives
The ATP’s been pouring resources into fashion, setting up photoshoots with brands like Ralph Lauren and Ferragamo. They’re aiming for something like the NBA’s tunnel walk—a place for players to show off their style off the court.
This strategy helps players’ businesses and draws in casual fans who care about more than just the score. Tennis is betting big on the crossover appeal.
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Players’ Personal Fashion Ventures
Some players are diving into their own fashion projects. Taylor Townsend’s TT apparel brand made its U.S. Open debut, showing off her unique style and drive.
Her flame-print outfits got plenty of attention, and she’s hoping to team up with a major brand to bring her designs to stores. Roger Federer and Andy Murray have also started their own clothing lines, blurring the line between athlete and designer.
The Psychological Edge of Fashion
What players wear can actually affect how they play—strange as that sounds. The idea of enclothed cognition says that clothes can boost confidence and focus.
Naomi Osaka and Coco Gauff both say looking good helps them play better. Maybe it’s just a mental trick, but in a sport where the smallest edge matters, who’s to say it doesn’t work?
Enclothed Cognition in Action
Sports psychologist Marc Sagal says the right outfit can give a player a real confidence boost. It almost flips a switch, signaling that it’s time to compete.
This effect, called enclothed cognition, often tips the scales in high-stakes matches. For players like Osaka and Gauff, feeling good in their gear actually helps them play better.
That confidence can snowball, improving their performance and making them even more marketable. It’s not just about looking sharp—it’s about feeling it, too.
The 2025 U.S. Open really shows how fashion and tennis keep blending together. Players aren’t just showing off their skills; they’re making style statements, backed by big sponsorships and bold fashion moves.
This vibe isn’t fading anytime soon. It’s drawing new fans into the sport and letting players show off who they are, both on and off the court. If you’re curious and want to dive deeper, check out the full article at the New York Times.