BOTTEGA VENETA’S FIRST AMBASSADOR? A TENNIS STAR
When Bottega Veneta tapped Italian tennis player Lorenzo Musetti as its first ambassador under new creative director Louise Trotter, it was more than just a headline — it signaled fashion’s growing obsession with the court. Musetti appeared courtside at Roland-Garros and then center stage in the brand’s “Craft is Our Language” campaign, joining names like Julianne Moore and Tyler, the Creator. Now, he’s officially the face of a brand with zero sports history — and that’s saying something.
TENNIS IS HAVING A GLOBAL MOMENT — AND FASHION IS ALL IN
From Jannik Sinner and Jasmine Paolini in Italy to Coco Gauff and Carlos Alcaraz on the global stage, tennis is hotter than ever. According to the USTA, the U.S. just hit a record 25.7 million players this year, and participation is up 44% in the UK since 2019. Combine that with packed Grand Slam attendance and fashion-forward WAGs turning every match into a runway, and you’ve got a perfect match for luxury.
BRANDS WANT MORE THAN MOMENTS — THEY WANT STORIES
“Tennis offers aspirational characters, stunning backdrops, and real cultural moments,” says Liz MacCuish, co-founder of Good Sport. That sentiment is echoed in the numbers: Coco Gauff’s New Balance x Miu Miu collab generated $1.7M in media value for NB and $864K for Miu Miu after her Roland-Garros win. Even Carlos Alcaraz’s LV-free victory still netted the luxury house nearly $500K in impact.
AUTHENTICITY IS THE NEW DRESS CODE
Today’s luxury partnerships can’t just be surface-level. “They need to feel real,” says Alison Bringé of Launchmetrics. Brands that consistently show up for their ambassadors—whether or not logos are visible—build long-term credibility. That authenticity is what cuts through the noise.
GUCCI WAS EARLY TO THE GAME — BUT THE STRATEGY IS EVOLVING
Gucci partnered with Jannik Sinner back in 2022, locking in a front-row-friendly ambassador with major tennis clout. Sinner now carries a custom Gucci duffel to every match, stars in global campaigns, and just got his own pre-Wimbledon dinner party at Claridge’s. The brand even dropped a limited-edition tennis collection this summer, complete with a designer racket and in-store displays timed to Wimbledon.
TENNIS IS THE NEW GOLF — WITH A STREETWEAR TWIST
“Tennis is today’s status sport,” says analyst Marcel Melzig. It’s sleek, aspirational, and comes with built-in quiet luxury — all while riding the cultural wave of racket sport spinoffs like pickleball and padel. Women’s tennis apparel is especially driving sales, with a 28% YoY spike, per Circana. Think pleated skirts, zip hoodies, and court-ready dresses that work just as well at brunch as they do at the baseline.
COCO GAUFF IS THE FASHION FACE TO WATCH
While Naomi Osaka helped pioneer on-court fashion moments, it’s Gauff who’s redefining what a luxury sports collab can look like. Her New Balance x Miu Miu kits are runway-worthy, performance-ready, and actually available to the public — a rarity in luxury partnerships. From color-blocked sets to her CG2 sneakers, everything she wears will drop after the US Open, where she’s a frontrunner.
GEN Z LOVES HER — AND SO DO BRANDS
Gauff’s appeal isn’t just about trophies — it’s about her relatability. She’s a TikTok-loving, meme-posting, 21-year-old who also happens to be a Grand Slam champ. “She’s fresh, real, and connects with her community in a way that feels totally authentic,” says Bringé. That kind of influence is exactly what brands are chasing.
BUT WHERE ARE THE OTHER FEMALE STARS?
Despite the buzz, Gauff is the only WTA Top 10 player with a major luxury fashion deal. The men’s game, by contrast, is flooded with collabs — many of which feel more like product placement than passion projects. “Sinner and Alcaraz aren’t known for style,” says Melzig. “A Gucci bag doesn’t say much if there’s no real story behind it.”
THE MEN’S GAME COULD LEARN A THING OR TWO
With Musetti’s appointment at Bottega, we might be seeing a shift. Unlike some of his peers, Musetti has a natural eye for fashion — and that could bring a new kind of energy to men’s tennis style. “If brands start investing in players who actually care about fashion, we’ll know the game is changing,” says MacCuish.
