In a summer dominated by gingham, fisherman-core, and Olympic-level padle mania, a new cultural obsession has quietly slipped back into the zeitgeist: tennis. But it’s not just a sport. It’s a marketing strategy.
From Zara’s new “Tennis Club” collection to Louis Vuitton’s Wimbledon-themed launches, tennis-core has officially entered its luxury brand era, and marketers are taking notes.
The Rise of Tennis Club Marketing
This isn’t your country club’s tennis tournament. In 2025, brands aren’t just running ad campaigns, they’re creating full-blown clubhouses. It’s experiential marketing that invites you to belong before you even buy.
Brands like Lululemon, Refy, Louis Vuitton, Zara, and Garnier have all recently launched tennis-themed content, collections, and club-style events. Many timed their drops to align with Wimbledon, capitalizing on the cultural moment.
Zara’s capsule “Tennis Club” line launched with branded totes and vintage-style visuals that look lifted from a Slim Aarons photo shoot. Meanwhile, Louis Vuitton leaned into elevated sport styling for both men’s and women’s collections.
Tennis Influencers Are Shaping the Narrative
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