Twenty years after Ralph Lauren became the first official apparel sponsor and outfitter of the US Open, America’s Grand Slam has become one of the most important fashion moments of the year, with athletes donning labels on the court that are so unexpected, they challenge our idea of what sportswear is and can be. But what’s clear after this year’s US Open: there’s no fashion house off limits for tennis stars.
Boosted by a rise in tennis popularity and its convenient scheduling in the weeks leading up to New York Fashion Week, this year’s event has seen a flood of fashion brand involvement across categories and price points. While all four Grand Slams are now seen as key marketing opportunities for the fashion industry, experts say the US Open’s less traditional roots make it particularly appealing to brands.