The ball is in fashion’s court: the rise of #tenniscore

In 2021, WGSN covered how the pandemic influenced increased interest in tennis as more people wanted to spend time participating in outdoor activities. The global search interest in tennis increased by 8% YoY into 2024.

Global participation in tennis increased by 5% in 2021, with more than 87 million active players across 41 nations, according to the International Tennis Federation’s (ITF) 2021 Global Tennis Report. In the UK, participation increased by 43% across 2022-23, according to the LTA.

Leading up to 2024, Netflix’s Breakpoint series has capitalised on the popularity of the docudrama format to introduce fans to the next generation of stars. Brands have embraced lifestyle changes and renewed consumer interest in tennis to expand their community-building efforts.

From elite to street

Barriers to entry for tennis have historically included the high costs associated with equipment, court rental, memberships, and lessons. New cohorts with the confidence to try the sport are repositioning it for the next generation of players, making the expansion of inclusion a significant influence on the growth in interest in the game.

Ahead of the US Open in 2021, the US Tennis Association (USTA) launched a campaign to change the perception of tennis as an elite sport and make it more inclusive and accessible.  

The tennis aesthetic

Building on our foresight into the Outdoor Boom and the resurgence of the preppy aesthetic, a trend we’ve been tracking since 2018, we accurately predicted the emergence of #tenniscore in 2022, as detailed in our forecast titled Lifestyle Trend: Tennis Culture Redefined. This aesthetic intersects with activewear and understated accessible luxury.

From the fairways to the runways, fashion brands and designers will begin to explore the overlap between preppy sports like golf and tennis to attract a new audience. To date, #Tenniscore has garnered 6.5 million views worldwide on TikTok.

What the WGSN data says

Our proprietary data analysis confirms the growth in tennis, from cultural investments like the film Challengers starring Zendaya to fashion brand assortments. For example, from our retail analytics data, we reported that tennis styles on the catwalks increased +7% YoY in S/S 24. This was affirmed by pleated skirts increasing +2% to 24% of the total S/S 24 skirt mix.

What's next in sports marketing?

As the effects of the outdoor boom grow, we will see a deeper level of brand investment in sports to gain market share. We are already seeing big fashion houses endorsing athletes, like Gucci and Italian tennis player Jannik Sinner and Louis Vuitton with Brazilian skateboarder Rayssa Leal. 

WGSN clients can browse the #matchpoint or #courtsports hashtags on the WGSN Fashion Feed to learn more about this rising fashion trend and how to incorporate it into new product development. Not a client yet? Request a free demo of the platform today through this link.