Sports labels aside, tennis-inspired fashion brands have also boomed in recent years. During Wimbledon, searches increased for tennis products from brands like Tory Burch and Marysia Sport, according to fashion search engine Lyst. “Tennis skirt” has been a trending term on Lyst for the last six months, with most-wanted products ranging across different styles and price points, and brands from Nike to Miu Miu. The platform also saw a spike in searches for the Stella McCartney x Adidas tennis skirt after a video of Kate Middleton playing tennis with Roger Federer at Wimbledon was released last month. Paris brand Casablanca, which is heavily inspired by tennis culture, has estimated revenues up to $100 million and continues to scale with new investment this year.
“The tennis aesthetic speaks to stereotypical aesthetics of ‘preppy’ sports style which associates well with heritage luxury brands,” Gardner says. “As we’ve seen from the rising popularity and growth of the likes of Miu Miu, an updated interpretation of these aesthetics is proving to be fruitful in terms of sales, and driving visibility and relevance towards younger luxury consumers.”
Using tennis heritage to revamp a legacy label
Legacy brands are riffing on their tennis connections to spark a brand revival. Following acquisition from Korean firm F&F Holdings last year, tennis fashion label Sergio Tacchini is taking aim at a younger consumer, by repositioning to be more fashion-forward while communicating its deep connection to the sport.
Sergio Tacchini opened a new retail space in Selfridges last week, tapping veteran tennis star (and Novak Djokovic’s current coach) Goran Ivanišević to support the launch. Ivanišević was the only wildcard to ever win Wimbledon, and he won it wearing Sergio Tacchini. “It further solidifies our skin in the game, and our commitment to the sport. We started as a tennis brand, and that will continue to be a part of the DNA that makes up the brand as we move forward further into the lifestyle market,” says Neil Beeson, Sergio Tacchini brand and product director for footwear. “With the blurring of the lines between on-court and off-court, and the integration of sportswear into our everyday wardrobe, our ability to explore the lifestyle side of the brand has grown,” he adds.
During the buying process, Selfridges went through an extensive archive collection with the
brand before selecting new items in the range to display in the pop-up, Mehmet says. “Sergio Tacchini harks back to their retro archive seeking nostalgic appeal,” she says. “Reviving a brand like Sergio Tacchini taps into this nostalgia, appealing to the Selfridges consumers who are familiar with the brand’s iconic designs and heritage.”
Kith and Sporty & Rich also merge elements of sportswear and luxury in a similar vein, she adds, allowing the Selfridges customer to experience the sport and explore their style at the same time. “It is the perfect trend for summer, and we do see continuing into SS24.”
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