Why more and more lifestyle brands are investing in tennis How so many brands are trying to leverage the public profile of tennis players to land in the sportswear universe

That of investing in the improvement of one's personal branding - understood as the development of a storyline behind the character and the precise definition of a certain image - has long been a common practice in the world of sports, which has repeatedly been accompanied by the actual creation of a sportswear brand. In particular, the case of tennis has set the standard with brands such as Sergio Tacchini, Lacoste or Fred Perry that started from the personal initiatives of tennis players and then became the leading companies in the industry. 

Over time, the presence of these brands in the tennis scene has certainly lightened-never completely disappeared, with Lacoste and Sergio Tacchini sponsoring some of the most important players on the circuit and Fred Perry keeping itself laced with the racquet universe while also being a lifestyle brand that has defined various youth cultures. These brands have succeeded in interweaving a strong presence in the performance world with off-court market positioning, bringing the typical style and values of tennis into everyday life through their apparel. 

In team sports, the colors, logos and traditions of the clubs constrain, or at least direct, the creativity of brands and their artists, while in tennis there are no such limits. By tying themselves to tennis champions, even signatures that are more strictly fashionable and less familiar with the world of sports can unleash their imagination and breathe new life into their brand. Only the future will tell how far this new trend will succeed in undermining the absolute dominance of the sportswear giants, with new brands being created from the very brightest talents on the ATP circuit.