The US Open in Queens has become a key destination for luxury fashion brands, with the tournament now rivaling New York Fashion Week as a marketing platform. Just four days separate the two events, and their convergence is growing as high-end labels like Gucci, Bottega Veneta, and Miu Miu increasingly partner with tennis players.
Recent collaborations include Bottega Veneta with Lorenzo Musetti, Burberry with Jack Draper, Canali with Stefanos Tsitsipas, and Dior with Zheng Qinwen. Coco Gauff wore Miu Miu-designed dresses at three tournaments this summer, noting that “fashion helps bring casual fans to the sport.” Top-ranked Jannik Sinner has carried a Gucci tennis bag since 2022.
Musetti, who became Bottega Veneta’s first athlete ambassador at Wimbledon, said the partnership generated buzz across fashion magazines. “I think the tennis courts can also be a stage,” he commented before the US Open. The sport’s cultural capital and broad demographic appeal make it attractive to luxury brands seeking to reach both core high-net-worth individuals and accessible luxury consumers.
Meeta Roy, a fashion business professor at the Fashion Institute of Technology, explained that tennis allows brands to target different groups simultaneously. Stuart Brumfitt, editor of tennis lifestyle magazine Bagel, highlighted the “sex appeal” and social media reach of younger players, who offer brands a direct connection to their audiences. This diverse reach positions the US Open as a powerful alternative to traditional fashion week marketing.
