As the tennis greats step away from the court, a new generation of athletes is ready to take the spotlight—not just for their sports prowess, but for their significant markets in fashion and lifestyle. With iconic figures like Serena Williams and Roger Federer now retired, brands are strategically pivoting toward emerging stars such as Coco Gauff and Carlos Alcaraz. These fresh faces are not only redefining the sport but also presenting lucrative opportunities for fashion industry partnerships.
One compelling example is American Eagle’s recent collaboration with Coco Gauff. The line features exciting items like denim corsets and skirts, timed strategically ahead of the US Open. This release is significant for its intersection of athleticism and fashion, resonating with fans who admire Gauff not just for her skills on the court, but also for her growing influence in style. American Eagle emphasizes a checklist for collaborations: they look for limited-edition drops, well-chosen product ranges, and appearances timed with major events—all criteria perfectly exemplified by their Gauff partnership.
Notably, American Eagle was a pioneer in courting athlete ambassadors, signing a landmark contract in 2021 shortly after the NCAA allowed student-athletes to earn money through endorsements. Their roster now includes high-profile young athletes like Gauff, gymnast Olivia Dunne, and softball player Maya Brady. This early adoption of a youthful ambassador strategy places them ahead in cultivating a connection with Generation Z.
The next generation of tennis stars, characterized by their relatability and fresh social media presence, offers brands a unique opportunity to engage with younger consumers. For example, seven of the ten highest-paid tennis players in 2024 are Gen Z or younger. Gauff, at only 21, is already one of the most marketable athletes on the scene, even outpacing her predecessors in terms of potential market appeal.
The cultural zeitgeist surrounding tennis is changing as well. Rising interest in racquet sports—like pickleball and padel—combines with retro aesthetics reminiscent of elite country clubs. This trend provides a broader cultural canvas for brands. Craig Brommers, CMO of American Eagle, notes how Gauff embodies this cultural shift. “Coco does have a big part of it,” he states, reinforcing her role as a cultural connector.
Brands must adopt creative strategies to align with these emerging athletes who have yet to achieve the iconic status of retired champions. While Gauff boasts 1.8 million Instagram followers, for instance, she isn’t under the same scrutiny as Serena Williams, who has a remarkable 17.3 million followers. This relative anonymity allows Gauff to present herself in various lights—inspirational athlete, fashion icon, and relatable influencer—an appealing trifecta for brands seeking multi-faceted ambassadors.
The fashion industry recognizes Gauff’s potential to extend beyond just athletic wear. At a recent American Eagle-hosted event in New York, she showcased her versatile style, mingling with influencers and actresses alike. Such appearances elevate her status as a trendsetter. Coverage in media like People and US Weekly, which dubbed her “the queen of denim,” illustrates this seamless transition from the court to the runway.
Moreover, brands are increasingly searching for partners who bridge cultural gaps and reflect diversity. With young Black athletes leading the charge, brands can better connect with a generation that emphasizes representation. In a time when Gen Z is the most diverse generation in history, representation in marketing campaigns is crucial. Brommers emphasizes, “The people that we use should reflect what Gen Z looks like,” acknowledging the societal shifts toward diversity.
The ongoing lifestyle effect also plays a critical role. High-end fashion label Hugo Boss views fresh talent like Gauff, while sports brands like New Balance and Nike continue their focus on lifestyle marketing. New Balance made an early investment in Gauff, signing her as an ambassador at just 14 years old, a strategy they felt would pay off as she matured into a world-class athlete.
Athlete ambassadors today are more engaging on social media, creating a dynamic rapport with fans. Naomi Osaka is a notable example; her candid discussions about mental health have resonated significantly, fostering a loyal following and making her an essential figure in contemporary sports marketing. Furthermore, the personal lives of these athletes—including their partners—provide added layers of narrative and engagement, with influencers like Morgan Riddle and Paige Lorenze offering fans glimpses into life on the tour.
Overall, the intersection of sport and fashion is entering a new era characterized by youth, diversity, and digital engagement. The next generation of tennis stars is poised not just to dominate the courts, but also to lead in the fashion arena, creating unprecedented opportunities for innovative partnerships. As brands continue to discover and nurture relationships with these promising athletes, the industry can anticipate a fresh wave of cultural relevance in tennis.
Fashion is not just about clothing anymore; it encapsulates lifestyle, identity, and culture. The evolving narrative surrounding athletes like Coco Gauff and Ben Shelton illustrates how brands can leverage this movement—underlining the potent mix of sport and fashion for a new generation of consumers.
