With a 41% global increase in participation between 2022 and 2025, tennis has become a powerhouse in sport and brand visibility. Throughout the 2026 season, brands have, and continue to, take the opportunity to incorporate tennis into their products to reflect not only the sport but the culture surrounding it.
New Balance X Miu Miu
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New Balance X Miu Miu, with Coco Gauff, released a capsule that blends luxury fashion with sportswear pieces, paying homage to the timelessness of the London tournaments.
Whilst traditional with colour choices, the products’ cuts and material reflect that of Gauff’s own character and style. This emphasises her role within the collaboration, removing the idea of an athlete being supported by a brand and instead acting as an embodiment of the collection. Launched at an exclusive party on June 23rd, at Miu Miu’s flagship store in London, with Gauff in attendance, it allowed guests the chance to explore the range in a more intimate setting.
Promotional content published on Instagram by Miu Miu, refers to the collection as being “created with a performance first mindset” pushing away from the typical narrative of luxury brands and instead positioning themselves towards more relatable lifestyles. Working alongside New Balance, Miu Miu can appeal to wider audiences whilst drawing upon the strengths that each provides.
Coco Gauff wore the collaboration throughout the tournament, putting the capsule in front of the world stage and providing an opportunity for them to showcase the clothing’s functionality. With products selling out promptly, it quickly created hype, acting as a major publicity moment within the fashion world towards both brands.
Vital Proteins – The Official Collagen Partner
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Building on the healthy lifestyle associated with Tennis, Vital Proteins is utilising interactive experiences to engage with fans watching tennis to spread awareness of the health benefits their supplements provide, within a social environment.
Creating a Hydrations Bar as well as an interactive Recharge Station, they allow visitors a chance to engage with the brand whilst simultaneously consuming a product designed to enhance spectators’ experiences during the various tournaments.
Jessica Gyateng, Marketing Director, Nestlé UK&I Nutrition and Health, spoke on the partnership, “As the British tennis season begins, we look forward to celebrating how active lifestyles help people feel their best, on and off the court.” Extending further than traditional sponsorships, Vital Protein have cemented themselves as the wellness brand for tennis, a strategic move with the sport’s market set to grow from USD 15.64 billion in 2026 to USD 23.37 billion by 2034. Covering a tour further boosts visibility and transforms their events from a single moment into a constant theme which can follow tournaments as they happen.
Through these efforts, Vital Proteins target an audience that aligns with their brand identity and enhance attendees’ event experience, furthering their ability to receive feedback and engage with consumers in a more welcomed setting.
Vuori – Return to Centre
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Vuori transformed their flagship store in London, with athlete events alongside live screenings during the tennis tournament.
Showcasing British athlete Jack Draper in campaigns, billboards featured “Return to Centre” titles, cohesively tying Draper’s journey to Vuori’s brand philosophy. Monochrome design choices seen on main billboards further the reluctance to be the loudest but instead let the narrative behind the product and athlete hold the weight. Advertisements spread across London allowed the campaign to cover numerous high traffic areas leading their store to become a focal point.
The campaign mirrors Draper’s journey into the tournament, explored through a video series titled “The Journey”. It gives viewers insight into the highs and lows of his daily routines and the components required to arrive match fit. With this, Vuori’s collections are highlighted as more than just sportswear; they are a wardrobe that caters to an individual’s lifestyle. With the deal commencing during a period of injury in 2025, it shows the belief of the brand, stripping away a faultless athlete narrative and instead highlighting a story that’s relatable to its audience.
The marketing efforts throughout London show Vuori’s ability to remain visible in a sport still dominated by larger brands, and to resonate on a level that most would fail to consider.
M&S – Strawberry and Crème Sandwich
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M&S proves tennis culture goes beyond the court, with creative twists on products, inspired by traditional choices, the most notable being their “Red Diamond Strawberry and Crème Sandwich”.
Limited runs like this create intrigue among customers, drawing attention across digital channels, with short-form video content spotlighting users’ opinions.
Controversial products, paired to complement the tennis season, allow M&S to gain huge awareness for their brand and ultimately attract new customers. Alongside this, Kathryn Turner, Director of Product Development at M&S Food, has recently used social platforms to highlight the products. On TikTok, the video amassed 1.6 million views, proving its virality. Turner’s accounts allow an insight into ‘behind the scenes’ whilst also creating a personable perspective on an industry so large and commercial.
Having launched previously last year, products have proven to create a buzz around the brand, resulting in an expansion of the range, aimed at sustaining customer interest.
Conclusion
With tennis being such a prominent feature of the summer sports calendar, it is evident that its influence exists far beyond match time. Times where brand visibility only existed on the court and athlete are no longer. Instead, a culture and lifestyle have risen for brands to harness and connect with their audiences across all sectors to entertain the sport’s growth.
