Could there be a better way to put a bow on the Summer of Sport than the U.S. Open? Record-breaking crowds at Flushing Meadows show that tennis is hotter than ever – people want to see and be seen courtside. It doesn’t hurt that the sport’s aesthetic is trending. The rise of #tenniscore has been well-documented since the pandemic. Its place in the current zeitgeist is undoubtedly linked to Zendaya’s heroic press tour for Challengers, but I think there are some more influences at play to unpack. Let’s call this: trend math.
Visit the websites of premium activewear brands like Alo, Vuori or Lululemon and you’ll find whole sections dedicated to tennis attire. Where once these brands focused on yoga, running, and general fitness-wear, racquet sports have emerged as a key market – in part because women are wearing tennis dresses as part of their everyday wardrobe. Where once tennis dresses were resigned to the country club, I’d wager that the majority of new sales go to women who have littl…
