Tenniscore - The Role of Fashion in Tennis' Resurgence...
Tennis is experiencing a huge surge in popularity, particularly among young adults, with tennis fashion serving as a key entry point for many new enthusiasts...
Happy new week,
Tennis, long revered as a sport of elegance and for the elite, is experiencing a significant surge in popularity. New statistics from the Lawn Tennis Association (LTA) revealed that more than two million adults play monthly now, and this is the highest level recorded since the LTA started tracking this measure seven years ago. The number of adults reporting that they had played tennis during the year 2022 increased 43% compared to the previous year, rising from 3.3 million to 4.7 million and the biggest increase in participation is among 16-to-34-year-olds.
With the introduction of padel, tennis is being repositioned to the next generation of players as a sport that is open for all. Tennis federations have been putting a lot of effort into repositioning and changing the perception of tennis as an elitist sport and one that is inclusive and accessible. The rise in tennis can be attributed to quite a few reasons but one that can’t be ignored is how tennis fashion is growing participation and interest in the sport among the younger audience. Fashion serves as a major entry point for many fans, with the tennis chic and luxury aesthetic carving out its own niche among Gen Z, earning the title #Tenniscore.
Tenniscore is the tennis aesthetic which is a combination of activewear and understated accessible luxury, outfits an actual player and a spectator would wear, items such as preppy pleats, varsity vests and cardigans etc. #Tenniscore is a growing trend on TikTok with over 92.5 million posts and millions more views. Pinterest searches for “tennis aesthetic” have reportedly increased by 37.5% in the last year alone, and retailer Net-a-Porter has noted a 314% increase in searches for ‘tennis’.
Fashion brands and designers have leveraged this growing trend to expand their customer base. Brands like Lululemon, Lacoste, Kith, Miu Miu are getting in on the trend, last year Miu Miu launched ‘Miu Miu Tennis Club’ — an exclusive tennis-themed event in Saint-Tropez and Kith partnered with classic tennis brand Wilson to created “a modern twist on classic prep”. Gucci’s collaboration with Adidas saw tennis style sneakers and a few tennis skirts, polos, and jackets thrown into the collection.
The new movie Challengers had a significant effect on Tenniscore, elevating the trend and bringing Tennis back into the spotlight. Zendaya was one of the lead actors and was styled in outfits created by Loewe’s creative director Jonathan Anderson. Outfits Zendaya wore in the film and during the press tour caught the attention of many. Tenniscore is making people want to play tennis so they can put on a tennis outfit and hairstyle. For example the ponytail braid and white ribbon is a hairstyle currently trending on and off the court, especially with Zendaya seen sporting one on the red carpet at the premiere of challengers.
The new cohort of young tennis players are also expressing a growing interest in fashion which is creating a huge integration of fashion into the sport. Building on from Serena Williams’ legacy of style and expressiveness, players like Jannik Sinner, a brand ambassador for iconic brand Gucci, are making bold statements on the court too. In July 2023, Sinner caused a stir at Wimbledon and made a memorable impression when he graced the esteemed Centre Court, carrying not only a high-end luxury luggage bag but also a statement piece that challenged Wimbledon’s strict all-white dress code—a tradition extending to equipment. This move shook up Wimbledon but also highlighted the growing intersection of fashion and tennis.
With Wimbledon just round the corner, brands and the Tennis governing bodies have a huge opportunity to embrace lifestyle changes and renewed consumer interest in tennis to expand their community-building efforts. They need to continue leveraging culturally relevant trends such as #Tenniscore as an entry point to foster more engagement and participation in the sport itself.