Alcaraz, Sinner, Sabalenks: Nike's monopoly in tennis is ageless But now they're facing a new challenge
The 2025 US Open has confirmed Nike's monopoly in tennis. A dominance that began with Andre Agassi and Pete Sampras in the 1990s, continued with Roger Federer and Rafa Nadal during what was the greatest rivalry in the history of the sport, and has now entered a new era thanks to the feats of Carlos Alcaraz and Jannik Sinner, two phenoms who have won 9 of the last 10 Grand Slam tournaments. In women’s tennis as well, the Swoosh managed to establish a leadership position after the adidas era marked by Steffi Graf’s successes: the changing of the guard came with Serena Williams and Maria Sharapova and continues today thanks to the outstanding results of Aryna Sabalenka, the first woman to win back-to-back US Open titles since 2014 (obviously with Serena Williams).
This success for Nike has inevitably coincided with a stylistic influence without precedent or equal. By connecting its brand identity to the most successful players of each era, Nike’s looks have become timeless classics, instant classics that entered the history of tennis and are still remembered today for their bold cuts and revolutionary colors. Agassi’s flashy shirts, Williams’ denim skirt, Federer’s impeccable elegance at Wimbledon, Sharapova’s flowing dresses. Not to mention the evolution of sneakers and a whole range of accessories such as caps, sleeves and bandanas that always allowed Nike to stay one step ahead of the competition.
Nike’s next challenge is to replicate that aesthetic success by leveraging the popularity of today’s tennis stars. We pointed it out during the Roland Garros final when the kits worn by the two finalists left us disappointed, as if they were the only off-key note in a legendary match. What we saw at Flushing Meadows was definitely a step forward that allowed Nike to strongly respond to competitors’ collections. The highlight of this resurgence undoubtedly concerned the collection showcased by Naomi Osaka, Nike’s ultimate trendsetter. After the bows of the 2024 US Open and the Sakura-inspired look seen at Roland Garros, the Japanese player this time stole the show with her brightly colored outfits adorned with diamonds and labubu.
The goal is precisely this: to create items such as the silver jacket worn by Sabalenka before her matches or the tank tops of Alcaraz, designed to highlight the definition of his biceps. Garments that reflect the players’ personalities, on and off the court, as well as their physical qualities. Barring surprises, the global tennis scene will continue to be dominated by these athletes in the coming years, and for Nike it will be crucial to find the right balance between innovation and tradition, elegance and modernity. It is the only way to make the Swoosh once again a style icon.
