American ready-to-wear and accessories label Veronica Beard has unveiled a limited-edition capsule tennis collection with sportswear brand Head. The capsule line has been designed to combine the best of both brands, offering an elevated and versatile range of women’s tennis and activewear for the “modern athlete and fashion enthusiast alike.”...
Jun 4, 2025
As anticipation builds around Demna’s first official move at Gucci following Balenciaga’s upcoming haute couture show in July, the Florentine fashion house is not standing idle. In a strategic volley of image-making and market positioning, Gucci has unveiled its latest campaign, “Gucci Tennis,” a sun-drenched homage to the sport’s 1970s heyday —...
May 27, 2025
Montreal-based menswear brand Psycho Bunny has signed a multi-year global partnership deal with former world No. 1 and US Open champion Andy Roddick as a brand ambassador. The move sees Psycho Bunny continuing to build its presence within the sport, and comes months after the brand signed Australian-born tennis player Alexei Popyrin as its first...
Unveiling a new chapter in Gucci’s ongoing connection with the world of tennis, the House presents the latest Gucci Tennis collection in a campaign that evokes sun-drenched leisure and cinematic elegance. Inspired by archival codes and the House’s first tennis-infused offerings from the 1970s, the collection celebrates the timeless allure and...
May 26, 2025
Polaroid Eyewear, part of the Safilo Group, has become the official eyewear partner for the ATP Tour, the tennis tour for men to expand its global footprint. As part of the partnership, Polaroid Eyewear will host brand activations at a selection of ATP Tour events, including the Mutua Madrid Open, the Internazionali BNL d’Italia and the Swedish...
Feb 3, 2025
US-based Wilson Sporting Goods, known for manufacturing high-performance sports equipment, apparel, footwear and accessories, has launched its first tennis shoe built exclusively for women. The ‘Intrigue’ tennis shoe has been developed in close collaboration with Wilson athlete and tennis player Marta Kostyuk to offer a sneaker to be responsive,...
Montreal-based premium menswear brand Psycho Bunny has announced a multi-year global partnership deal with Australian-born rising tennis player Alexei Popyrin to mark the brand’s first on-court tennis ambassador. The move comes less than a year after Psycho Bunny became the official apparel sponsor of Tennis Canada, which featured high-profile...
Jan 8, 2025
In an era where the line between fashion, sport, and entertainment blurs ever more dramatically, Lacoste’s recent event on the Great Wall of China stands as a striking example of the lengths brands will go to capture the global spotlight. On September 29th, Lacoste merged historical grandeur with with the world of sport, paying tribute to Novak...
Sep 30, 2024
Fine jeweler brand and retailer Zales is deepening its connection to the tennis world in honor of its 100th anniversary by sponsoring select players during the upcoming US Open matches. In addition, the Signet-owned diamond jeweler has also partnered with Prince, a global racquet sports and lifestyle brand, to create a special capsule...
Aug 27, 2024
K-Swiss, the American tennis heritage brand and a leader of California style – on and off the court – inked a multi-year deal with the current No. 6 tennis player in the world, Andrey Rublev. The twenty-six-year-old Olympic gold medalist has won 16 ATP singles titles to date, most recently at the Mutua Madrid Open in May 2024, his second Masters...
Aug 26, 2024
Beauty brand E.l.f has signed a multi-year global partnership to sponsor the Billie Jean King Cup by Gainbridge (BJKC) tennis tournament, the world’s largest annual international team competition in women’s sports. The tournament dubbed the women’s World Cup of tennis, will host its finals in Málaga, Spain, from November 13 to 20, and E.l.f....
Aug 21, 2024
Aperol, the iconic aperitif known for its bright orange hue, has unveiled a tennis capsule collection to celebrate its return as an official partner of the US Open tennis championship in New York City for a second year. As well as having a branded indoor-outdoor patio space, located off the grounds' primary esplanade, just east of the main...
Aug 19, 2024