Why Luxury Brands Are Betting Big on Tennis

31 Aug 2023

A new generation of more diverse, social media-savvy champions has entered the sport as brands like Louis Vuitton and Gucci increase their investments in ‘cultural’ marketing strategies that tap into consumer interests beyond red carpets.


KEY INSIGHTS:
Louis Vuitton and Gucci (fashion's biggest rivals) have aligned themselves with tennis' most exciting burgeoning rivalry between Carlos Alcaraz and Jannik Sinner.
At the U.S. Open, players are using fashion to showcase their personalities–making the sport a more fertile terrain for luxury marketing than ever.