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Agenda-setting intelligence, analysis and advice for the global fashion community.

Beyond Rolex: Luxury Brands Play For Visibility on the Tennis Court

At the US Open, global names like Audemars Piguet and Miu Miu and niche players like Gerald Charles and Norqain are all betting on tennis as a showcase for brand prestige — despite Rolex’s ever-increasing dominance in the sport.
Novak Djokovic wears a custom jacket designed by Lacoste's creative director Pelagia Kolotouros.
Novak Djokovic wears a custom jacket designed by Lacoste's creative director Pelagia Kolotouros. (Lacoste)

At tennis’s US Open in New York this week, luxury brands and their sponsored athletes take the court:

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