The 2024 French Open wasn’t just a tennis tournament - it was a cultural moment, meticulously choreographed in high-definition. While Carlos Alcaraz and Jannik Sinner battled through what is already being called the greatest men’s final in Roland Garros history, a different kind of contest played out in parallel: one of style, brand equity, and cultural clout.
Yes, Alcaraz lifted the trophy. But the real victors? Nike and LVMH.
The Swoosh Returns, Selectively
Nike, after a relatively quiet few years on the tennis circuit, made a thunderous return - not through volume, but through precision. It’s no longer about having everyone under contract. Instead, it’s about backing the few athletes who move the needle both on and off the court.
Alcaraz and Sinner have both been with Nike since 2019, and they didn’t just deliver an all-time classic - they delivered nearly six hours of global screen time, decked out in long-sleeved Nike rugby-style polos that felt more preppy runway than traditional kit. It was a calculated flex: performance meets polish.
And it wasn’t just the men. Naomi Osaka turned heads earlier in the tournament with her Sakura-inspired outfit - a collaboration with Nike infused with Japanese symbolism, manga references, and a Sailor Moon hairstyle to match. Meanwhile, Qinwen Zheng, another rising star, was meant to wear a striking all-crimson ensemble. Even though she said she was “too shy” to sport it on court, the message landed - Nike is reasserting itself in tennis, not just with athletes, but with aesthetics.
Luxury Brands on the Baseline
Add another layer: Alcaraz is aligned with Louis Vuitton. Sinner, with Gucci. This was not just a Grand Slam final - it was a high-fashion face-off, with two of the world’s most powerful luxury houses backing the next era of tennis dominance.
It’s no accident. These brands aren’t chasing exposure - they’re courting cultural resonance. In Alcaraz, Louis Vuitton gets youthful exuberance, versatility, and global appeal. In Sinner, Gucci taps into sleek minimalism, icy composure, and quiet influence. These aren’t just sponsorships; they’re statements.
Tennis has long been the most elegant of sports - but this is something new. Fashion is no longer an afterthought in tennis; it’s becoming the plot.
Walk-Ons as Cultural Runways
In today’s tennis, the walk-on has become the new runway. What players wear before the match often generates as much buzz as their shot selection. The French Open, with its terracotta courts and Parisian backdrops, offers the perfect canvas. Players have become style architects, using fashion to define their on-court personas and extend their influence far beyond sport.
The audience is evolving too. Younger fans - culturally tuned in and visually driven - aren’t just following scores. They’re following stories, fits, and the subtle signals of style and substance. Brands understand this, which is why they're investing in tennis as both a competitive space and a cultural one.
What This Means Going Forward
We’re witnessing a reinvention of tennis - not just as a sport, but as a cultural vehicle. Players are no longer simply athletes; they’re fashion icons, digital storytellers, and brand strategists. The French Open didn’t just produce champions - it broadcast a new blueprint for cultural relevance.
In an attention economy, visibility is currency - and the brands who understand how to place their athletes in the right moments, with the right look, are the ones who will shape the next era of influence.
Next stop: Wimbledon. Expect heritage minimalism. Elevated styling. And more high-stakes storytelling - on and off the court.
(This perspective was inspired by insights from DYM at SportsVerse - a must-read for anyone serious about the convergence of sport, fashion, business, and culture. Give it a look.)