It's a Love-Love Relationship: Tennis-core and Culture
By: Gabby Alston
In today's world, the influence of movies and TV shows extends far beyond the silver screen, seeping into fashion, culture, and into our Instagram feeds. For example, have you been seeing a lot of racquet sports outfit inspiration on your feeds this summer?
Lacoste shared their take on the iconic tennis skirt and cable knit sweaters, while Casablanca stuck to joggers/more “warm-up” attire and tennis dresses that are fashionable and fuctional–on and off the court
Summers prior saw the rise of “cottagecore” and “regencycore” with the release of new seasons of Bridgerton. This summer, one of the most notable digital media and cultural trends is “tenniscore,” sparked by the film Challengers. The movie’s high-stakes portrayal of tennis pros has introduced an aesthetic that merges classic tennis style with modern fashion. Jonathan Anderson, creative director of Loewe, collaborated with the film’s director, Luca Guadagnino, on costumes that spotlight tennis-inspired elements like cable knits, shades of strawberry and green, and pleated skirts.
The impact of Challengers and tenniscore on the fashion world has been profound. The trend was showcased this year at Paris Fashion Week AW 2024/25, with leading fashion houses such as Casablanca and Lacoste incorporating tenniscore elements into their autumn/winter collections, proving that this trend isn’t just for sun-drenched moments on the court.
The influence of Challengers and tenniscore also extends into the world of sports marketing. As the tennis season unfolds, the trend has seen a surge in brand partnerships and marketing strategies that blend high fashion with sports. Louis Vuitton has tapped into this trend with a campaign featuring tennis legends Roger Federer and Rafael Nadal, celebrating both their achievements and the brand’s core values. At Wimbledon, Gucci has aligned itself with the sport by dressing emerging Italian tennis star Jannik Sinner. At the same time, Carlos Alcaraz, a two-time Wimbledon champion, showcases Nike’s latest designs, demonstrating how significant brands are integrating tenniscore into their marketing strategies and high-profile partnerships.
These collaborations have been heavily promoted through social media and digital advertising. Instagram, Pinterest, and TikTok have become platforms for consumers to share tennis core outfits and aesthetic inspiration. Social media analytics from Sprout Social indicate a 60% increase in posts tagged with tenniscore-related hashtags over the past 3 months. Tenniscore has also seen a significant uptick in searches and social media engagement. According to a report by Edited, both athleticwear and luxury fashion retailers have reported a 40% increase in inquiries related to tennis-inspired clothing since the release of Challengers. More specifically, the rise in popularity of tennis-themed collections has led to a 25% increase in sales.
The popularity of tenniscore has allowed brands like Sporty & Rich to continue its meteoric rise in popularity, which already leaned into East Coast nostalgia and silhouettes of the exclusive country club lifestyle. While we may not be spending our summer days poolside sipping Arnold Palmer in luxury, at least we can lean into the aesthetic!
Brands are leveraging this trend by implementing some of the following:
Partnering with tennis pros for campaigns
Sponsoring tennis pros or athlete influencers
Collaborating with lifestyle or sports influencers to drive consumer interests
Incorporating tennis elements and courtside aesthetics into campaigns; placing a product in a courtside/country club setting
Creating engaging content that highlights tennis/tenniscore and its aesthetics
Incorporating tennis outfits into campaigns
Overall, as tenniscore continues to make waves, it underscores the dynamic interplay between movies, fashion, and culture. The trend not only reflects cinema’s influence on style but also demonstrates how media can create lasting impacts across multiple sectors. Looking ahead, we might see new trends emerging from upcoming films - perhaps leopard print and 1980s style inspired by the movie MaXXXine, starring Mia Goth. Let’s be honest: just like Zendaya, Mia Goth is becoming a star… and anything she's wearing, I’ll wear (even if it's 80s-styled).
