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LONDON -Wimbledon has reached new heights with its young, top-class players, which are transformed into stars beyond the tennis court-with the help of fashion and luxury brands.
Jannik Sinner, the Italian tennis player, who classifies the number one in the world, has entered the Central Court and the court who wears his Gucci -Duffel bag, while the Italian colleague Lorenzo Musetti arrived in a white leather -Bottega Veneta -Bomber jacket last week after she was exposed as the latest ambassador for the brand.
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Aryna Sabalenka, the Belarusian tennis player, who is the world number one of women in 1st place, during the press conference after her defeat against US player Amanda Anisimova, tears may have held back, but it was her two watches – one on every wrist.
On a wrist she wore a whoop fitness clock with a tailor -made strap with the face of a roaring tiger. The other wrist was decorated with an Audemar’s pig, his dial with diamonds.
Brands look beyond the players to transfer their messages and offer luxurious suites to organize lunches and activations with celebrities.
In the past two weeks, Ralph Lauren, Range Rover, Evian and American Express have organized the equipment of Andrew Garfield and Monica Barbaro, Connor Swindells, Sabrina Elba, Daniel Ricciardo, Jason Isaacs and Richard E. Grant.
According to a report by Wearisma, an influencer analysis company, Ralph Lauren drove the highest EMC or deserved media value with 2.6 million US dollars. The US brand has been the official outfitter of the tournament since 2006 and regularly organizes celebrities in their new suite a few steps from the Center Court.
Prada took second place on the list with an EMC of 1.6 million US dollars after enjoying Louis Partridges Instagram post from himself a Prada suit and an afternoon tea.
Louis Vuitton took third place with an EMC of 654,500 US dollars, followed by Gucci with an EMC of 571,300 US dollars.
Jenny Tsai, Chief Executive Officer and founder of Wearisma, said that the company predicts “a persistent increase in brand ambassadors that blur the boundaries between sportiness and lifestyle. Tennis in particular becomes the next border that are players like Carlos Alcaraz and Jannik Sünd.”
Retailers and brands are also inspired by the game and the growing interest of consumers and participation in sport.
Mr. Porter’s own brand P. MR P recently debuted a tennis sapkon after the success of his 2021.
“The golf capsule continues to grow every year. In the past three months alone, customer searches for golf shoes have increased by over 400 percent,” said Liza Canneford, director of private labels and circular services at Mr. Porter.
“While the model landscape continues to develop in addition to a growing focus on physical well -being, the connection between sport and style will only deepen,” she added.
Before the Wimbledon Championships, Guccis New Bond Street Store presented the window display with a tennis motif, in which his cooperation with the Head of American Tennis brand was highlighted.
At Selfridges, Herrenwear brand Palmes has opened a pop-up with a collection of tennis-inspired pieces.
“We have stretched into the tennis aesthetics in the last summer seasons and this year we expanded it even further. Our focus brands in this area are Lululemon, Varley and Running,” said Grace Neal, Buy Manager.
On the site of the Wimbledon Championships, the All England Lawn Tennis and Croquet Club also observed the sale of its clothing collection.
According to the club, 51,631 units of goods were sold from Friday, with 12,883 towels and 10,942 white caps with the Wimbledon logo.
The 2025 collection of the brand has pre -containing fold skirts, cardigan jackets with square breast pockets and caps with a script that are already sold out.
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