How Tennis Became a Streetwear Battleground
For decades, tennis fashion was a world unto itself, governed by the pristine whites of Wimbledon and the performance-driven fabrics of major sportswear brands. The court was an island with its own sartorial rules. But in recent years, the walls around that island have crumbled. The clean lines, preppy heritage, and quiet luxury inherent to tennis have been co-opted, remixed, and reimagined by the worlds of streetwear and high fashion.
Today, the most significant action in tennis style isn't happening during a tiebreak, but at the intersection of culture and commerce. It's in the limited-edition "drop," the high-fashion collaboration, and the rise of the "tenniscore" aesthetic, a movement that has turned the sport's look into a lifestyle uniform for a new generation. The tennis court has become a battleground, not just for points, but for cultural relevance.
Collaborations as Cultural Events
The modern tennis landscape is being defined by a series of game-changing partnerships that blur the lines between athletic apparel and high-end fashion. These aren't just endorsement deals; they are full-fledged cultural moments that treat a new collection like a Grand Slam event.
Kith x Wilson: The Streetwear Playbook
No collaboration better exemplifies this shift than the ongoing partnership between Ronnie Fieg’s streetwear powerhouse Kith and the heritage sports giant Wilson. Their 2025 collection is a masterclass in this new hybrid model, offering a comprehensive line of on- and off-court apparel, equipment, and accessories that blend technical performance with a distinct lifestyle aesthetic.
The collection moves seamlessly from performance-driven pieces like seamless polos and mesh track jackets to off-court staples like graphic tees, cardigan sweaters, and even wool blazers. The hero items are the co-branded professional-grade rackets—the Pro Staff 97, Blade 98, and Shift 99—reimagined with Kith’s unique cosmetic touch, making them as much a collector's item as a piece of performance equipment. By infusing a fresh streetwear perspective into classic tennis silhouettes, Kith and Wilson have created the next wave of on-court apparel, one that feels equally at home at Flushing Meadows or in a SoHo boutique.
High Fashion Serves an Ace
The streetwear invasion has been met with a volley from the world of high fashion, with luxury houses now seeing the tennis court as a prime runway.
Gucci's Grand Slam Return: Italian fashion house Gucci has leveraged its historical ties to tennis, which date back to the 1970s, to stage a major comeback in the sport. Their partnership with world No. 1 Jannik Sinner has been pivotal. Sinner famously walked onto Wimbledon's Centre Court carrying a custom Gucci duffle bag, a move that required special permission and signaled a new era of luxury on the hallowed grass. The brand's "A Hero's Journey" campaign with Sinner further cements this relationship, blending the elegance of the sport with Gucci's iconic aesthetic.
New Balance x Miu Miu: Perhaps the most talked-about collaboration of 2025 is the partnership between New Balance and Miu Miu, fronted by American champion Coco Gauff. Gauff is set to wear a series of custom New Balance x Miu Miu kits at major tournaments, each with a unique color palette designed for the event. The collection perfectly marries Miu Miu's high-fashion credibility with New Balance's performance technology, turning every Gauff match into a must-see fashion event. The full collection, which includes co-branded versions of Gauff's signature CG2 sneaker, is slated for a highly anticipated global launch on September 10th.
This trend is widespread, with a host of other notable collaborations shaping the scene, including Adidas's partnership with Edison Chen's streetwear label CLOT, Asics's team-up with French fashion brand A.P.C., and Lacoste's continued evolution of its storied heritage.
The "Tenniscore" Aesthetic
This explosion of high-profile collaborations is both a cause and an effect of "tenniscore," a viral fashion trend that romanticizes the classic, preppy aesthetic of the sport. It's an entire lifestyle vibe built on pleated skirts, polo shirts, v-neck sweaters, and crisp white sneakers.
More than just athletic wear, tenniscore is about cosplaying a lifestyle of leisure and understated luxury—what some call the "old money aesthetic". It has moved far beyond the country club, with its key pieces becoming staples on city streets and social media feeds. This aesthetic is championed by brands that live and breathe the culture:
Sporty & Rich: This brand perfectly captures the aspirational, wellness-focused vibe of tenniscore. With collections built around retro tracksuits, slim terry polos, and 90s-style hoodies, Sporty & Rich sells an idea of health, happiness, and effortless style.
Palmes: This Copenhagen-based menswear brand reflects what urban tennis looks like today. Drawing inspiration from tennis culture but filtering it through a modern, sometimes skate-influenced lens, Palmes creates looks for on and off the court. With a commitment to eco-friendly materials, the brand brings a progressive, contemporary ethos to the sport's classic style.
It All Starts with the Sneaker
The bridge that allowed tennis style to cross over into mainstream fashion was built decades ago, and it was paved with rubber soles. Sneaker culture was the original disruptor, transforming functional athletic footwear into objects of cultural obsession.
What began with practical "tennis shoes" in the early 20th century exploded with the rise of basketball and hip-hop, creating the "sneakerhead" phenomenon. Today, the sneaker resale market is a multi-billion dollar industry, and limited-edition drops are global events.
In 2025, sneaker trends are shifting. The era of the chunky "dad shoe" is giving way to a preference for sleeker, low-profile retro silhouettes. This trend aligns perfectly with classic tennis shoe designs. Timeless models like the Adidas Stan Smith, Reebok Club C 85, and Nike Court Vintage are more relevant than ever.
High-fashion collaborations are further elevating the tennis sneaker. The New Balance x Miu Miu 530 SL and the Asics x A.P.C. Gel-Kayano are prime examples of how heritage athletic designs are being reinterpreted for a luxury audience, solidifying the sneaker's role as the foundational piece of the modern tennis aesthetic.
The New Rules of Style
The tennis world is no longer an exclusive club with a strict dress code. It has become a vibrant, dynamic arena where sport, fashion, and culture collide. In this new game, a Kith x Wilson racket is as coveted as a trophy, a Gucci duffle bag makes a statement more powerful than a forehand winner, and the "tenniscore" aesthetic has become the dominant style of play. The lines have blurred, the rules have changed, and the result is a more exciting, expressive, and culturally resonant game than ever before.
