Nike and LVMH's French Open Win
The Swoosh has been quieter in tennis in recent years, but came roaring back at Roland Garros.
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The longest and arguably the greatest French Open men’s final of all time took place on Sunday in Paris, contested by Jannik Sinner and the ultimately victorious Carlos Alcaraz. What I love about analysing the sportswear world is keeping track of the numerous subplots in motion while the action takes place on court.
Not only was it an exhilarating display of sheer grit, determination and technical prowess on the part of both players, but the game also doubled up as a 5-hour and 29-minute-long Nike commercial.
Both finalists have been signed to the Swoosh’s tennis roster since 2019.
As Nike has scaled back its presence in tennis in recent years, it has increasingly focused its marketing efforts on a core group of standout talent with the ideal blend of sporting and cultural impact: Alcaraz and Sinner on the men’s side (letting others like Frances Tiafoe depart), and Naomi Osaka, Aryna Sabalenka and Qinwen Zheng on the women’s side.
(Sabalenka was a runner up to New Balance-sponsored Coco Gauff in the women’s final on Saturday, meaning three of the four finalists from the men’s and women’s draws were Nike athletes.)
There was also a lot at stake for the fashion industry during Sunday’s final. It was a head-to-head (of sorts) between Louis Vuitton and Gucci, the two luxury brand partners of Alcaraz and Sinner, respectively, who spent big on securing the services of the most dominant young talents of men’s tennis since the Federer-Nadal-Djokovic dynasty.
During the trophy ceremony after the final, both players opted for Nike rugby-style long-sleeved polo shirts, a preppy look which suited them both. The amount of Swoosh logos visible in every frame from every angle must have made the Nike marketing folks real happy.
Earlier in the tournament, Nike made another fashion splash with Naomi Osaka, who continues to bring excitement to her Grand Slam appearances with custom-designed outfits. This time around, she worked with Nike on a Sakura-themed outfit inspired by Japanese cherry blossoms, with her hair in Sailor Moon style courtesy of Marty Harper.
The sartorial all-crimson look that Nike designed for Qinwen Zheng — though she said she was “too shy” to wear it on court — was also a sign the brand is leaning back into tennis through its key ambassadors once again, given how much fresh attention is being paid to the sport’s style credentials and players’ “walk-on" fits.
There are few better places for your brand and its athletes to show up looking good than Roland Garros, one of sport’s most aesthetically pleasing and naturally stylish tournaments.
Next up, Wimbledon.
That’s all for today, friends. Thanks for coming along for the ride.
See you next time,
DYM