Tennis stars Naomi Osaka and Aryna Sabalenka are increasingly using their on-court fashion as a powerful tool to transcend the sport, drawing attention from mainstream fashion and pop culture audiences.
Osaka has embraced custom ensembles for Grand Slam events, with her latest US Open outfit inspired by basketball legend Allen Iverson and styled by Law Roach. This follows a series of distinctive walk-on outfits at the Australian Open, Roland-Garros, and Wimbledon, drawing inspiration from diverse sources including jellyfish, the Eiffel Tower, and the Japanese art of paper-cutting. These fashion statements have become a significant part of Osaka's public persona, sparking widespread discussion and analysis across media and social platforms.
World No. 1 Aryna Sabalenka has also made bold fashion choices, notably appearing in a staggering $400,000 jewelry suite for her first-round US Open match. This custom "Silhouette" set by sponsor Material Good is the fourth such special design for the Grand Slams. Sabalenka's on-court style has garnered attention, with reports of her US Open dress being labeled "trashy" by some online critics, a sentiment she has pushed back against.
These high-profile fashion moments allow players like Osaka and Sabalenka to cross over into mainstream conversations, with their tournament-specific looks being dissected by fashion enthusiasts and casual observers alike. Their sartorial choices are generating interest beyond traditional tennis fandom, appearing in publications like Vogue, TIME, and Vanity Fair.
Osaka's unique deal with Nike allows for custom tennis kits, some of which are not available for public sale and sell out rapidly. Sabalenka, while having input on color choices, has faced instances where her exclusive designs were replicated by other players.
Other players are also making fashion statements. Coco Gauff has partnered with Miu Miu and New Balance to create custom outfits, one of which was lauded at Wimbledon. The Italian fashion brand capitalized on the opportunity, enhancing its visibility within the growing popularity of tennis.
Traditional sponsors are also recognizing the impact of unique fashion moments. Nike has supported rising talent Alexandra Eala with custom accessories reflecting her heritage and career milestones, such as a hair accessory shaped like the Philippines' national flower and custom trainers commemorating her first WTA title.
Even the men's tour has seen fashion-forward moments. Lorenzo Musetti sported a Bottega Veneta bomber jacket at Wimbledon, and Taylor Fritz appeared in a Hugo Boss suit. However, not all fashion endeavors have been smooth, with Matteo Berrettini's Boss outfit being disallowed by Wimbledon for not adhering to the dress code.
Despite potential criticism and online commentary, the trend indicates that fashion is becoming an integral part of how top tennis players are building their brands and expanding their influence beyond the court.