Overview

• ATP marketing executive Andrew Walker says fashion investment will quadruple next year, with plans to develop an NBA-style tunnel-walk moment.
• Naomi Osaka showcased bespoke, rhinestone Nike outfits accompanied by matching bejewelled Labubu dolls across multiple match days.
• Novak Djokovic entered in a custom Lacoste jacket embroidered with a map marking the four Grand Slam hosts he has won.
• Luxury partnerships accelerated in 2025, including Bottega Veneta with Lorenzo Musetti, Burberry with Jack Draper, Canali with Stefanos Tsitsipas and Dior with Zheng Qinwen.
• The US Open’s permissive dress environment—unlike Wimbledon's all‑white rule—has enabled bolder on‑court looks that brands and fans have amplified.