The return of Wimbledon this June brings more than elite sport – and strawberries and cream – to British summer culture.
Outside the lawns of SW19, racket sports are powering a wider shift in fashion and culture.
The tenniscore aesthetic returns for yet another year, with Vogue spotlighting Lacoste’s FW/25 collection under the headline ‘Order On The Court: Lacoste Serves Tenniscore For Fall/Winter 2025’.
Meanwhile, padel has seen UK participation soar by over 2,500% since 2019, drawing high-profile investors like Stormzy to ventures such as the Padel Social Club and even landing paddles on the shelves of fashion retailers like Free People.
It makes sense following a pandemic where people craved nothing more than sociable outdoor activities.
For brands, the opportunity is massive. Wimbledon is watched by the world; its tiny moments replayed, shared and talked about on social. Leveraging this drives awareness, cultural relevance and brand identity.
Now, the increased interest around racket sports signals a cultural shift worth capitalising on.
Wimbledon’s influence on culture and style
Wimbledon is widely regarded as the most prestigious event in the tennis calendar and is among the most watched sporting events worldwide. With that comes influence.
In 2024, there were over 50 million streams of the tournament in the UK alone on the BBC’s iPlayer and Sport platforms. Its impact was felt on social too, undeniably aided by the flooding of its social channels with over 1,000 pieces of content in 14 days.
Wimbledon has become a fashion event that glitters with famous faces and earns pages of Vogue coverage, inevitably spilling over into mainstream fashion.
For the last few years, the tournament has brought with it the tenniscore aesthetic. Characterised by pleated skirts, polo shirt dresses, and preppy knits, it’s done the rounds every year since 2022 (depending on who you ask).
The obvious fits like Lacoste and Ralph Lauren have clocked in, plus youthful luxury label MiuMiu, sportswear brands On and New Balance, and many more.
For brands, the opportunity to build a culturally relevant narrative is there for the taking.
The rise of padel
Tennis has long carried cultural cachet, but its younger sibling padel is quickly catching up.
Born in 1960s’ Mexico, padel is now the world’s fastest-growing racket sport with over 30 million players worldwide.
The tennis-squash hybrid is usually played in doubles in a much smaller enclosed court, so it’s more accessible to beginners, more social and less physically demanding.
Participation in the UK trebled last year with over 400,000 adults and juniors playing the sport at least once in the preceding 12 months. This figure was just 15,000 in 2019.
Even Novak Djokovic has warned “tennis is endangered” due to the growing popularity of tennis alternatives like padel and pickleball.
Padel courts are popping up across the UK, ushering in a new wave of lifestyle-led sport. And brands from wellness to athleisure to tech are paying attention.
Slinger has created padel-specific Slinger Bags, Adidas has already launched a dedicated padel line and brands like OYSHO are gaining traction through padel influencer marketing partnerships and padel event sponsorships.
Future with the Prada padel paddle 🔥 pic.twitter.com/vxF5ORFovU
— Complex Music (@ComplexMusic) May 8, 2025
Much like the rise of run clubs, where running signals an interest in health and community, racket sports are becoming vessels for identity.
They’re how people want to be seen.
Want to create a multi-channel, creative campaign that gets people talking?
Our brand experience spans tennis icons like Slazenger and Slinger, as well as leading sports and outdoor names including Merrell, Columbia and Saucony. Get in touch to discover how we can help your brand serve up success.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
