Understand why fashion and tennis go together so well

Recently, fashion proved its relationship with sports, when Italian tennis player Jannik Sinner broke the dress code at a championship by using a monogrammed Gucci bag.

Players have increasingly shown a relationship with brands (especially those with which they have partnerships) in different ways. Japanese champion Naomi Osaka became an ambassador for Louis Vuitton in 2021. Later this year, tennis player Carlos Alcaraz became an ambassador for the Maison Margiela brand and the number of athletes making their mark in the fashion world is growing more and more.

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_{Tennis player Jannik Sinner in a championship with a designer bag (Photo: reproduction/Clive Brunskill/Getty Images Embed)}

Impacts of luxury sports on Gucci

Returning to Gucci, the presence of the bag during the championship caused social media and the press to go crazy, according to research carried out by Launchemetrics, the media value of the bag's brand had an increase of US$2 million and an impact of 7 % more searches for Gucci bags.

These tennis players have increasingly become famous figures in fashion and on social media with the help of these brands, in addition to their success in sport.

Yasmin Mehet, menswear buyer at Selfridges says: “More recently, we've seen tennis players evolving their style to better reflect their personality on and off the court…Nick Kyrgios made headlines last year for breaking Wimbledon rules by wearing a white and red Air Jordan 1 when taking the court. As tennis is a global sport with a huge following, we want to bring this to the Selfridges customer.”

Player inspiration

Fashion brands have been increasingly inspired by sports in recent years, especially tennis. During a championship that took place at Wimbledon, there was an increase in searches for tennis-related products from brands such as Tory Burch according to Lyst. “Tennis skirt” is the most searched term on Lyst this past semester, with varied products and different prices.

The platform also recorded an increase in searches for the Stella McCartney x Adidas collaboration skirt. Other brands with sneaker-related fashion items have seen an increase in searches.

Luxury brands have long-standing connections with sports, especially tennis, which favors the reappearance and integration of trends in the fashion market and in the search for new customers.

Featured photo: Gucci bag worn by Jannik Sinner (Reproduction/Zac Goodwin/Getty Images Embed)