Photograph: Diego Goldberg/Sygma/Corbis

With the US Open in full swing until September 9th, news outlets and Instagram feeds are brimming with content from the stands and courts. Coverage ranges from the players' attire to the infamous Grey Goose Honey Deuce to countless brand trips to the many matches, promoting specific products and overall brand awareness. Many grew up using “tennis shoes” without much thought. This is a testament to the profound intersection of sports and retail industries from when “tennis whites” were popularized and fashion companies started making court attire their own. 

A Brief Contextual Lesson

Officially titled the United States Open Tennis Championships and commonly called the US Open, this tournament is a significant opportunity for brand building, awareness, retail accountability, and the revival of “lost” brands. Unique in its historical context, the US Open was the only Grand Slam event not canceled due to World War I, World War II, or the COVID-19 pandemic. The tournament features five primary championships: men’s and women’s singles, men’s and women’s doubles, and mixed doubles, along with events for senior, junior, and disabled players. The US Open is the fourth and final Grand Slam of the year, starting on the last Monday of August and perfectly aligning with the latest summer fashion in New York. This timing provides an excellent opportunity for showcasing summer tennis whites and other seasonal trends.

Court-Side Rebranding: Grey Goose's Stylish Transformation

In today’s sports events, brands often sponsor and feature influential figures in their clothing for exposure, as Ralph Lauren exemplifies. Given the visual nature of the US Open and any tennis match, spectators are frequently in the camera’s eye, making them prime brand advertisements.

Grey Goose is a principal example of a brand that has leveraged the US Open to rebrand itself. Traditionally known as a high-end vodka brand with a more mature audience, Grey Goose has successfully repositioned itself to appeal to a younger, influencer-driven demographic. The Honey Deuce—a $23 cocktail featuring three honeydew melon balls resembling none other than tennis balls—has become a match staple. The drink's branding, including its signature pink color and distinctive Goose pick, ensures Grey Goose's presence in every US Open photo. In 2023 alone, over 450,000 Honey Deuces were sold at the event. This partnership demonstrates how premium products can enhance the tennis experience, blending luxury products with sport in a sophisticated way. As the official vodka sponsor, Grey Goose contributes to an elegant atmosphere and creates exclusive VIP experiences that resonate with fans, elevating the event’s glamor and prestige.

Image: @lillysisto

Dressed to Impress: Ralph Lauren’s Winning Formula

The US Open also provides a platform for branded merchandise, featuring yearly collaborations and exclusive collections. Ralph Lauren, the tournament's official outfitter, and eyewear, continues its tradition of partnership by creating a collection inspired by the tournament’s bold energy and timeless Polo style. Ralph Lauren outfits the Ballpeople and Umpires in Polo attire, with all garments available for public purchase once the games begin. This year’s collection includes an official “New York Tennis” line and a signature Polo line featuring items such as pillows, umbrellas, glass gift sets, towels, and totes.

A vital aspect of this partnership is Ralph Lauren’s timeless approach. Although the designs and colors may evolve each year—such as the new license plate design or Kelly green blocking—the collection remains classic and aligns seamlessly with the US Open’s vision. This synergy creates a unified aesthetic during the tournament. Fans wearing Ralph Lauren at the games are seen dressed “properly,” even if their attire includes whimsical elements like teddy bears.

Ralph Lauren’s strategic approach extends to mini pop-up events within the US Open. By hosting small gatherings for influencers from various fields—such as fashion, culinary arts, and lifestyle—Ralph Lauren enhances brand visibility and engagement to multiple audiences while remaining at a specific status. Recent attendees included Lilly Sisto, Meredith Hayden (also known as Wishbone Kitchen), Kate Bartlett, Luca Mornett, Tinx, Jake Musser, and Luca Apple. These activations create a buzz and generate social media content, amplifying the brand’s presence and appeal. Through these efforts, Ralph Lauren underscores its role as a sponsor and creator of a fashion-centric experience that elevates the US Open.

Game, Set, Sparkle

Zales had an event for a few honored guests at a match during Labor Day Weekend to celebrate their new collection with tennis giant Prince. Zales created a diamond-encrusted racquet for their guests to photograph and share, showing the games through the lens of Zales's sparkle. The racquet itself featured multiple different diamond cuts, showing the versatility of Zales and the customers wearing their collection.

They created a collection complete with tennis necklaces and bracelets, diamond racquet necklaces and bracelets, and more, complete with a campaign on none other than a tennis court. Zales fitted multiple different stars throughout the games, and their mini pop-up during the games allowed for brand visibility to promote retail sales and drive success for this new collection. 

Images: @annabarger

Beyond Sponsorship: How Non-Sponsored Brands Score Big

The US Open also serves as an opportunity for non-sponsored brands to gain visibility. For instance, Glossier chose the tournament to promote their new Glossier You Crème de You. Glossier invited Margot Lee, a young New Yorker who, in many manners, is an excellent personification of Glossier and has been a representative of the brand for over half a decade. From different activations around NYC to new product launches, Lee has been essential to promoting the Glossier lifestyle, emphasizing the “Skincare First, Makeup Second” principles and focusing on their products' “You” element. Margot, of course, dressed the part in red Mary Jane and pink socks, mimicking the Glossier signature colors. Not only did Glossier choose the US Open to build its brand and emphasize its connection to women’s sports, important being the Official Beauty Partner of the WNBA, but it was also the first look at their new Glossier You Crème de You, fit with of course Glossier employees in their signature jumpsuit, changed to be red to match the new Crème pot, outside of the stadium promoting their latest product.

With influencers Lindsay Vrčkovnik, Gabrielle Richardson, Arantza Goett, Nil Sani, Camri Hewie, Tanya Ravichandran, Dev Apollon, and more, Glossier was and is always fantastic about who and how they promote their products. With a red backsplash of the Glossier logo reflecting onto every photo taken, the mini pop-up inside of the match was hard not to see. Again, crediting Miss Margot Lee, adding a Glossier Ultralip into the box of chicken tenders makes the brand unmissable in every US Open photo she posted, but it also established a positive association with the brand, and it never became annoying to see. Because during these events, some influencers have to reach a specific quota on stories or posts, becoming creative with how they post the brand can also reflect the brand itself. In this case, all the posts featuring Glossier were clean and natural. The products and brand colors were integrated naturally and beautifully into the already colorful US Open backdrop, establishing a striking yet natural balance between the sports and beauty worlds. 

Images: @margotlee

Similarly, Free People Movement took a more casual approach by dressing influencers Megan Roup, Cameron Rogers, Emily DiDonato, and Bri Springs in their tennis dresses. Their Instagram posts promoted the brand’s pro-line tennis attire with the caption, “‘Tis the season for tennis dresses - designed for our pros and now for you!” By leveraging influencers, Free People Movement increased brand awareness and connected their products to the US Open experience, all within a more modest budget than more prominent brands. Their strategy highlights how smaller brands can effectively engage with high-profile events by creating content that aligns with the event's theme and leveraging social media to reach a broader audience.

Match Point

Because the games usually attract a higher ticket audience, the products marketed at the event have to appeal to that audience. Non-sponsored companies have the opportunity to have a more fun and whimsical take, such as Glossier, since their products are a much lower-ticket price, and their customers most likely aren't attending the games but instead following along through the lens of their favorite influencer that Glossier chose to participate in the games in their place. On the other hand, sponsored companies such as Ralph Lauren usually play to the audience in the stands with their yearly collection, being the official outfitter and eyewear sponsor of the games.

In conclusion, the intersection of tennis and the retail industry at events like the US Open highlights the significant impact of fashion and branding in sports. Through strategic sponsorships and creative activations, including partnerships and influencer collaborations, brands enhance visibility, engage diverse yet targeted audiences, and blend the idea of luxury with athleticism. This dynamic approach elevates the event and drives retail sales beyond the court.

The US Open demonstrates how brands can leverage the excitement and prestige of high-profile sports events to boost their retail performance. Influencers and exclusive partnerships create buzz and foster connections with fans, translating event-driven engagement into increased sales and brand loyalty. By aligning with the event's vivacity and cultural relevance, brands effectively drive consumer interest and purchase behavior, setting new standards for integrating sports and retail and shaping the future of brand engagement.