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Tennis and fashion have been in connection for more than a century. What began with players influencing the way tennis clothing was designed has developed into a broader relationship that brings fashion and luxury labels, sportswear brands, equipment companies, tournaments and athletes into the same ecosystem.
The Fashionbi Tennis Ludo maps these partnerships across decades, from Jean Patou × Suzanne Lenglen in 1921 and Lacoste × Roland-Garros in 1971 to modern collaborations involving names like Roger Federer, Serena Williams, Naomi Osaka, Carlos Alcaraz and Coco Gauff. The Ludo divides these relationships into three layers: Apparel & Footwear, Ambassadorships & Representation Deals, and Accessories & Equipment. The grey connections link the collaborations to the relevant tennis personalities, organisations and sports brands.
From Tennis Heritage to Fashion Collaborations
Jean Patou × Suzanne Lenglen (1921) showed one of the earliest examples in the Ludo. Lacoste × Roland-Garros (1971) connects fashion with one of the sport's most important tournaments. Adidas × Stella McCartney (2005) later displayed how a fashion designer could bring a contemporary design perspective into sportswear.
In recent years, the relationship has become more collaborative. A.P.C. × ASICS (2025), Lacoste × CLOT (2024) and Lacoste × Sporty & Rich (2023) show how tennis heritage can be showcased through fashion and lifestyle brands. At the same time, partnerships such as Sporty & Rich × Cadillac × US Open (2026) displayed how tennis can extend beyond traditional sportswear into wider lifestyle and luxury culture.
Athletes Become Part of the Fashion Narrative
Tennis players are no longer simply the faces wearing a brand's clothing. They participate in campaigns, collections and creative projects.
Roger Federer is one of the examples. His relationship with fashion appears through On × BEAMS (2024) and the UNIQLO × JW Anderson × Roger Federer collections in 2023 and 2024. Likewise, Naomi Osaka has worked across different parts of fashion, from Levi's (2021) to Louis Vuitton (2021).
Roger Federer’s relationship with fashion goes beyond ambassador roles. His partnership with On created THE ROGER, a collection of tennis-inspired sneakers in 2020. In October 2026, On brought Federer to Shenzhen, China, for its “Thanks for Playing” activation, bringing him together with young Chinese tennis players and fans.
In 2023, Jannik Sinner arrived on court carrying a custom Gucci duffle bag featuring the house’s GG monogram and signature green-and-red Web stripes at Wimbledon. The appearance marked the first time a luxury-branded bag had been permitted on court at the tournament.
The relationship is becoming more visible with a younger generation of players. Calvin Klein × Carlos Alcaraz (2023) and Louis Vuitton × Carlos Alcaraz (2023) positioned the Spanish player within both mainstream fashion and luxury. Miu Miu × New Balance × Coco Gauff (2025) brings together luxury fashion, performance footwear and one of tennis's most recognisable young athletes.
Miu Miu and New Balance first connected before their association with Gauff. The partnership first debuted on 5 October 2021, during Miu Miu’s Spring/Summer 2022 runway show in Paris. They reworked New Balance’s 574 sneaker with raw-cut edges and deconstructed denim. The collaboration has been ongoing since then.
Miu Miu has also hosted its own Miu Miu Tennis Club events, such as gatherings in Saint-Tropez and New York in July 2022, featuring tennis activities, a luncheon, and DJ performances.
When Tennis Meets Luxury
Luxury fashion has moved into tennis through both products and partnerships. Off-White × Nike × Serena Williams (2018) combined Virgil Abloh's design with Nike performancewear for one of the sport's most influential athletes. Nike × sacai × Naomi Osaka (2019) followed a similar model.
These relationships have also extended to tennis institutions. Louis Vuitton × Australian Open (2024) brought the French maison into the Grand Slam sector. Louis Vuitton × Davis Cup (2019) focused on the tournament's trophy through a dedicated travel case.
The brands also maintain connections with major tennis championships. Ralph Lauren has served as the US Open’s official outfitter since 2005, providing dresses for on-court officials and ball crew members. Tiffany & Co. has crafted the US Open championship trophies since 1987. Rolex partnered with major tournaments, including all four Grand Slam events.
Fashion houses also use tennis venues to create experiences beyond the professional tournament itself. Giorgio Armani has created a presence in the sport through the Giorgio Armani Tennis Classic that hosts professional players and tennis legends to London’s Hurlingham Club, as well as its courtside Tennis Classic Collection and EA7’s sponsorships of tennis athletes and tournaments. In 2023, Giorgio Armani also presented a fashion show at a London tennis court as a special experience for tournament guests, not as a part of the official fashion week calendar.
In contrast, Lacoste brought tennis directly into the fashion calendar. For its Fall/Winter 2026 runway show during Paris Fashion Week, the brand transformed the Philippe Chatrier court at Roland-Garros into a runway. The collection was inspired by the Davis Cup match played by René Lacoste in 1923 that was interrupted by the rain.
In 2026, Audemars Piguet extended its presence in racquet sports through a partnership with the Qatar Airways Premier Padel Tour and player Agustín Tapia, followed by a three-day Padel Pop-Up Club in Singapore from 25-27 September 2026.
Fashion x Equipment Game
The Tennis Ludo also shows that the relationship is not limited to clothing. Fashion brands are connecting with the equipment side of the sport.
Gucci × HEAD (2025) and Vogue × HEAD (2024) bring fashion and editorial culture into tennis equipment. Sporty & Rich × Prince (2022) and Zales × Prince (2024) demonstrate that a tennis equipment brand can become part of lifestyle, jewellery, and fashion collaborations. Kith × Wilson (2021) and Saint Laurent × Wilson (2019) connect tennis equipment with contemporary and luxury fashion.
What the Tennis Ludo Reveals
The Fashionbi Tennis Ludo shows that tennis and fashion have moved far beyond traditional sportswear.
First, tennis has become a lifestyle platform. Brands such as Lacoste, Ralph Lauren and Adidas have helped establish the sport's fashion language. Newer collaborations with Miu Miu, Sporty & Rich, Off-White, and Kith bring tennis into contemporary culture.
Second, athletes have become creative and commercial partners, not just ambassadors. Federer, Osaka, Serena Williams, Alcaraz and Gauff showed how tennis personalities can combine sports with performance, fashion and cultural relevance.
Finally, the boundaries between fashion, sport and luxury are becoming flexible. From a 1921 collaboration with Suzanne Lenglen to 2026 projects involving the US Open, Lacoste, Nike, and Sporty & Rich, the Ludo shows how tennis has evolved from a sporting dress code into a wider fashion space.
Cover Image: Lacoste Official page.