Wimbledon's fashion revolution: players redefine the walk-on
Naomi Osaka’s bold kimono-inspired gown at Wimbledon last week ignited a trend – tennis is officially embracing a high-fashion, pre-match ‘walk-on’ moment, mirroring the spectacle seen in the NBA.
A new era of style on centre court
Players, fueled by brand partnerships and a desire to elevate the sport’s image, are pushing the boundaries of traditional tennis attire. From bespoke suits by Boss to collaborative collections with New Balance and Miu Miu, the court is becoming a runway.
Taylor Fritz’s debut with a white tailored suit—a strategic move by Boss to secure visibility—demonstrates this shift. “It’s about capturing the energy of the championship, respecting its historic setting, and translating that into a look that feels elevated yet effortless,” explained James Foster, SVP of global marketing at Boss.
But it’s not just a luxury brand play. Coco Gauff’s innovative New Balance x Miu Miu set and Novak Djokovic’s subtly coded Lacoste jacket highlight the increasing pressure on sportswear partners to deliver statement pieces. Even veteran Marta Kostyuk opted for a striking lace Wilson ensemble inspired by her own wedding dress.
The all-white dress code, initially a restriction, is now being viewed as an opportunity. “Wimbledon is one of the most tradition-rich events in global sport, and we approached that dress code with respect and enthusiasm,” Foster added.
The rise of these fashion moments is fueled by a broader trend – fashion’s growing investment in the sports industry. Formula 1, for instance, has seen a 42% increase in female fan base over the past six years, attracting major partnerships like the 10-year agreement with LVMH. Fans, increasingly seeking to express themselves through apparel, are driving this demand.
However, tennis hasn’t yet fully penetrated wider fan culture. While the impact is undeniable, merchandise remains limited, and many players are still building their off-court brand presence. “The fashion moments, however magnificent, tend to remain on the court, leaving potential new audiences on the margins,” notes Michaela Makusha.
Jannik Sinner’s early foray into Gucci during the Internazionali BNL d'Italia – a breach of dress code that inadvertently boosted the brand – underscores the potential. “fashion obviously isn’t replacing the sport, but it is becoming another entry point into it,” says Morgan Riddle.
Beyond brand expansion, the walk-on outfit offers players a chance to solidify their legacy. Roberto Cordero emphasizes, “A playing career might last 15 years, but the cultural equity you build lasts a lot longer.” Serena Williams’ venture capital firm and Roger Federer’s stake in On exemplify this trend, moving beyond mere endorsements towards ownership and creative control.
Ultimately, the integration of fashion into tennis isn’t just a fleeting trend; it’s a fundamental shift. As Cordero concludes, “The direction is moving from endorsement to equity. Signature lines, athletes with real creative roles, and players launching their own labels – this is the future.”