Carlos Alcaraz in Barbie pink. Naomi Osaka crowned with rosebuds. The US Open has turned into one of the hottest tickets in fashion, not just sport. And this time it’s new players, not heritage brands, stealing the spotlight.
One of the biggest breakout stories of this year’s tournament hasn’t been a dramatic upset or a heated on-court clash. Instead, it’s Alcaraz’s freshly buzzed haircut paired with a Barbie-pink tank top. His look drew huge reactions, proving that the final Grand Slam of the year is now just as much about style as athletic skill.
Take Naomi Osaka. The former champion may have lost to Amanda Anisimova in the semifinals, but not before she shone under the lights in a custom indigo Nike zip-up jacket encrusted with Swarovski crystals, worn over a bubble-hem mini dress. For her opening match, she sported a rose headpiece. She even introduced a sparkling accessories line of bedazzled Labo dolls by A-Morir, featuring “Billie Jean Bling” and “Andre Swagassi.” Osaka admitted the outfits were “really detailed,” but fans loved the statement.
Even Novak Djokovic’s outfit got attention. His longtime kit supplier, recently overtaken on court by Alcaraz, released a special “GOAT” collection. But it was Djokovic’s round-one walk-on jacket that made waves: a white windbreaker layered with laser-cut leather pieces forming a world map, dotted with tennis balls in colours matching different court surfaces.
Tennis and fashion have always been connected, from Fred Perry’s sharp slacks and Suzanne Lenglen’s pleated skirts to Andre Agassi’s denim shorts and Serena Williams’ catsuits. Now, the walk from the locker room to the baseline has become a full-blown runway.
Last year’s hit film Challengers only added fuel, along with a new crop of style-forward stars. Demand is surging. US Open ticket sales have jumped 70 percent in the past five years.
“Fashion brands at all price points want in on tennis because it’s hot right now,” says Jessica Schaefer, a fashion business journalist. “They follow the eyeballs and the money.” Luxury giants like Gucci, Louis Vuitton, and Bottega Veneta have all signed top players such as Jannik Sinner, Alcaraz, and Lorenzo Musetti. Smaller boutique labels are pushing out tennis-inspired collections, while resale app Depop reports a 53 percent spike in searches for tennis skirts.
The sport’s wealthy heritage once meant Rolex and Ralph Lauren dominated, but now the field is shifting. Venus Williams, for example, still has ties with Lacoste but has also been working with stylist Ronald Burton III on bolder looks for Flushing Meadows, including custom outerwear and accessories from American brands.
This shift is also changing sponsorship deals. While Nike continues to back Osaka, Alcaraz, and women’s world No. 1 Aryna Sabalenka, its ready-to-wear looks are being criticized as dull. Many players, including Taylor Fritz and Frances Tiafoe, have ditched Nike, following Roger Federer’s $300 million move to Uniqlo in 2018.
British player Jack Draper, ranked No. 5, signed with California leisurewear brand Vuori, despite also being a Burberry ambassador and a close friend of Anna Win tour. “Players don’t want to be one of 20 wearing the same uniform anymore,” says fashion reporter Daniel Yao Miller. “They want individuality, which boosts both their profile and their income.” Nine of the top ten tennis earners in 2025 now make more from endorsements than prize money. Some, like Andrey Rublev and Taylor Townsend, have even launched their own labels.
Coco Gauff, who has collaborations with Miu Miu and New Balance, says fashion makes tennis more accessible. “We have our core fans, but fashion brings in casual ones. Looking good also makes me feel I play better.”
Not everyone is convinced. Stuart Brumfitt, editor of Bagel magazine, warns that some players risk overdoing it. “They’re trying to create viral moments with bold looks, copying the tunnel walks of basketball players or boxers’ flashy ring entrances. But often it ends up feeling a bit Vegas, a bit over the top. Sometimes it’s anti-style.”
Still, simplicity has power. Beneath Djokovic’s extravagant jacket was a sleek all-black outfit, reminiscent of Roger Federer’s famous 2007 “Darth Federer” look. No crystals. No neon. Just clean lines and quiet authority.
