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Opinion: Luxury Brands Have Tennis Fever

High-end labels are piling into tennis, but the women’s tour remains an untapped opportunity, writes Daniel-Yaw Miller.
Wimbledon.
Tennis star Lorenzo Musetti is Bottega Veneta’s latest brand ambassador. (Courtesy)

Lorenzo Musetti didn’t last long at Wimbledon this year. But the seventh-ranked player, in his fleeting visit to the All England Club, delivered what will surely be one of the most discussed fashion moments of the tournament.

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