As the Wimbledon tournament just wrapped up, the courts may be quiet, but the branding noise is still echoing. From luxury activations to strawberries-and-cream stunts, everyone wanted a piece of the prestige. Here's what actually landed, what missed, and why it matters.
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WHAT’S HAPPENING. Everyone Wants a Wimbledon Ticket. Brands Included
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Last year was the year of tenniscore. But the trend didn’t come out of nowhere. It likely started with Miu Miu’s FW22 collection: pleated minis, cropped knits, and silhouettes lifted straight from the court. Then came the Miu Miu Tennis Club, a roaming branded event from Saint Tropez to New York. And most recently, Challengers - Luca Guadagnino’s steamy, slow-burn tennis drama with costumes by Jonathan Anderson - brought the trend even more into the mainstream, sending TikTok into overdrive with styling tutorials on how to nail the perfect tenniscore fit. No racket required. Courtside optional.