Mejuri’s Post

From packed courts to fashion runways, tennis is experiencing a major renaissance. The U.S. Open is just around the corner, and the numbers speak for themselves: Ticket sales are soaring, participation is booming, and the "tenniscore" aesthetic is dominating. But what's driving this sudden surge in popularity? While we might not have a definitive answer for every trend (remember fidget spinners?), in the case of tennis, we can pinpoint a few contributing factors: 🎾 Tennis offered a safe, socially-distanced activity during lockdowns, sparking renewed interest. 🎾 High-profile players like Naomi Osaka and Emma Raducanu have captured the world's attention, inspiring a new generation of fans. 🎾 The "tenniscore" aesthetic has infiltrated mainstream fashion, making the sport more accessible and appealing to a wider audience. 🎾 Tennis content is thriving on platforms like TikTok and Instagram, fueling the trend and creating a sense of community. In this post, we'll dive deeper into these factors and explore how brands like Alo, Lululemon, and Free People are riding the tennis wave. Whether you're a seasoned player or just love the look, tennis is having a moment. From influencer impact to pandemic popularity, see what’s fueling tennis’s rise in our detailed trend analysis.

Why Fashion and Tennis Are the Ultimate Match Fashion is betting big on tennis. From high-profile athlete endorsements to tennis-themed collections, here are some recent collabs that tells me this relationship is never-ending. 1. Coco Gauff's Influence: In September 2023, 19-year-old Coco Gauff won the U.S. Open women's final and appeared on her first Vogue cover in March. 2. Tibi's Resort 25 Collection: Tibi embraced tennis with its latest collection, inspired by 1920s players. 3. Gucci’s Tennis Heritage: Gucci's May campaign featured tennis star Jannik Sinner, showcasing their longstanding connection to tennis dating back to the 70s. 4. Alo Yoga’s Tennis Club Capsule: This April launch collection offers sporty-chic pieces priced 12% higher than their core line. 5. The Roger Collection by On Running CZ/SK: This line of competition-grade tennis shoes has seen a 42% sell-out rate over the last 30 days. 6. Market Trends: U.S. and UK retailers have increased tennis skirts and dresses by 21% and 15% respectively compared to Q2 of last year. What recent fashion and tennis collaborations have caught your eye?

What's the objective for your sport & its strategy to deliver? The UK 2012 Olympics had spin-off benefits to market the UK; the feel-good in the nation, & the changes in attitudes to diversity & inclusion, particularly through the para-Olympics, were exceptional. Though, we’ve gone backward in many of those in the UK. However, the London Olympics said its primary objective was to have more young people participate in Sport. Except for cycling, it didn’t happen.   Does Wimbledon grow participation in Tennis in the UK? It feels like the biggest & most distinctly branded slam – home of strawberries & cream, a strict white dress code & perfect grass courts. It’s cool & trendy. Sponsors, like Rolex & Lanson Champagne, exude aspiration and luxury. The tech companies like IBM & Vodafone attach themselves & bring in hefty sponsor fees.  Wimbledon takes in probably more than £300m in rights & income. Wimbledon is a listed event in the UK, so it has to be on a free-to air broadcaster. That should ensure mass exposure for tennis. Wimbledon has done a brilliant job of increasing exposure via social media. According to Comscore, in 2024, social media activity related to Wimbledon generated 190 million total actions, up from 159 million in 2023. This is an engagement increase of 31 million actions year-on-year. This awareness and an ever-increasing amount of money made from Wimbledon is then primarily passed on to the Lawn Tennis Association. The LTA’s mission is to “Grow tennis by making it welcoming, enjoyable & inspiring to everyone.” Now look at the growth from Statista's chart on the participation of those playing twice a month. From 2016 to 2023, it's essentially flat. Yes, kicking in after COVID, there was a surge. The Raducanu effect after her US Open win helped, so there was a mini-boom in 2022, going from 3.3 million to 4.7 million saying they played during the year.  But a sport can't attach its hope for growth to a star player. Tennis in the UK remains a sport with funding that hasn’t cracked its plan for sustained growth. Still, less than 1 million people in the UK play tennis twice a month. The LTA spends £113.7m on tennis each year, which is more than £100 per player.  Yet, tennis has the most significant opportunity to increase participation. Paddle ball is the world’s fastest-growing sport. It’s a racket sport played in doubles on an enclosed court. The question for the LTA is whether it has the strategic bravery to change the game & use Paddleball to increase participation. Chasing money is what many sports & their governing bodies seem to be about. The Football World Cup in Qatar is one of many cases in point. Many of those in high-paying jobs in sports would fail if they were judged by the objectives to increase participation & the plan & ideas to deliver it. Professional sports people know a goal without a plan is just a wish—time for our sports bodies to play the same game. #sport #olympics #tennis

Tennis is having a moment, and the buzz around the last US Open was undeniable. Ticket sales doubled compared to last year, with pre-sales up by 65%. Participation, especially among younger demographics, is on the rise. In Canada alone, 25% of kids under 12 picked up a racket last year. Even those who don’t play are embracing the tenniscore aesthetic, with brands like Alo and Lululemon offering tennis lines, and Depop seeing a 53% increase in tennis skirt searches. So, what’s behind the surge in tennis popularity? Here are 5 possible reasons: 1️⃣ Cultural shifts: Tennis has become more accessible and relatable to younger audiences. 2️⃣ Fashion influence: The rise of tennis-inspired fashion has driven interest. 3️⃣ Post-pandemic trends: People are seeking new, socially distanced activities. 4️⃣ High-profile endorsements: Celebrity endorsements and social media have amplified tennis's cool factor. 5️⃣ Increased accessibility: More public courts and affordable equipment have made the sport easier to pick up. It's clear that tennis is no longer just a game—it's a cultural phenomenon.

Well Done

How can the US Open tennis tournament keep growing? The final Grand Slam of the year is also the richest, bringing in US$580.7 million for the United States Tennis Association in 2023. And the organisers are targeting further returns this year, pushing for cumulative attendances of over one million. So where are its commercial opportunities? As elite tennis welcomes a new generation of prospective champions, the sport’s own popular image is taking a different shape. Earlier this year, the hit new tennis movie Challengers took it to unusual places in the cultural conversation. The US Open is ideally placed to capitalise on these trends. Celebrities flock to Flushing Meadows for one of the last big occasions of the New York summer. More relaxed rules on players’ clothing enable striking collaborations between sportswear and fashion brands, while sponsors experiment with assets like the Honey Deuce cocktail far beyond the court. For events like this to succeed, they have to understand how different parts of their audience are evolving and where their interests overlap. GSIQ is developing client-first research and audience intelligence to help organisations in sport understand their place in a changing world. Get in touch to learn more. https://gsiq.biz/ #sportsbusiness #brandpartnerships #audienceengagement

Join me and the BAFTSS Performance & Stardom SIG for our latest event, an online roundtable on the topic “Sporting Celebrity” on Wednesday, 11th December 2024 at 5:00-6:30pm (GMT)/12:00-1:30pm (EST).   2024 has been a remarkable year for sports, featuring big international events such as the Men’s UEFA Euros 2024, which saw Spain take the win, and the Paris Olympics and Paralympics during the summer. At the Olympics, GOATs like gymnast Simone Biles have had a triumphal comeback, others such as diver Tom Daley have announced their retirement, and returning stars like swimmer Katie Ledecky and pole vaulter Mondo Duplantis have broken their own records. A similar success has marked the Paralympics, which saw the first ever medal for the Refugee Team with tae kwon do athlete Zakia Khudadadi’s bronze, 7-months pregnant archer Jodie Grinham go for bronze, and the highest ever number of women representatives. However, these events have been also mired in controversies, from the infamous breakdancing competition featuring Australian breaker (and academic) Rachel Gunn to the backlash over the gender identity and bodies of boxers Imane Khelif and Lin Yu-ting.   As sportspeople increasingly claim the spotlight and the status of celebrity, either for their professional achievements or their public persona beyond the competition (e.g., American football player Travis Kelce), issues regarding their stardom and performance come to the forefront. Taking the past summer of sports as a springboard for discussion, the online roundtable will examine issues such as the performance and labour required from sports celebrities, on the field and beyond; gender, race, ability and embodied performance; structural inequalities in sports; and negotiating authenticity in sport performances and media (self-) presentation, among the others.   We have invited a panel of experts who will be in conversation on the topic, including Dr Thomas Alcott (Aberystwyth University), Dr Courtney M. Cox (University of Oregon), and Professor P. David Howe (Western University). If you'd like to attend the roundtable, please get in touch for the Zoom link. Hope to see many of you there!

Do these pictures prove tennis is dead? https://ift.tt/KR9LVkS For some nostalgic fans, the four images below prove that professional tennis is dead — at least as a spectator sport. Taken over the past half-century, they map changes in the pattern of wear and tear on the turf at Wimbledon’s Centre Court during the annual tournament. The 1970 picture (top left) shows the grass played to a pulp all over the court, from baseline to net. In 1980 (top right), turf damage is visible in a T-shaped zone beyond the baseline. This damage to “volley valley” largely evaporates by 2005 (bottom left). By 2023 (bottom right), the service boxes appear entirely untouched, with only the baseline area showing wear and tear. Those changes are evidence of a change in the game itself: from the dynamic serve-and-volley style of the 1970s and 80s to an increasingly static game dominated by powerful serves and returns from the baseline, a shift that began around the turn of the century. For fans longing for the days of serve-and-volley greats like John McEnroe or Martina Navratilova, that makes today’s tennis far too boring in comparison. Why the change? An oft-cited reason is the switch from wooden rackets to ones made from lighter materials (metal, carbon fiber, graphite, and other advanced components). Because wooden rackets are heavier, it was much harder for players to finish a point from the back of the court, which forced them to approach the net. But when wooden rackets grew out of fashion by the mid-1990s, players shifted their play style to emphasize strength at the baseline rather than finesse at the net. Over the past decades, the “volley valley” towards the net has been abandoned for a game now firmly anchored at the baseline. (Credit: Massimo/X) While that may be partly true, it’s not the whole story. For one, many professional players — including serve-and-volleyers like McEnroe — used lightweight rackets from the 1970s and early 80s. There were other factors, too. By the late 1980s, Wimbledon was the only remaining major championship played on grass — the only surface where serve and volley is a useful technique. As a result, the focus on serve and volley among high-ranking players declined. Another change was driven by the studded footwear first championed by Björn Borg. While it provides a better grip on grass, it is obviously harder on the turf, which is one reason why Wimbledon switched to perennial ryegrass in 2001. Although more durable, it also creates slower conditions that favor a backcourt game. I’s also possible that these pictures overstate the change. Beyond more durable grass, Wimbledon has also added more courts to the tennis complex since the 1990s, meaning fewer games need to be played at Centre Court. Ergo: less wear and tear. So, if serve-and-volley isn’t as dead as these images suggest, could the style stage a comeback? One line of thinking says no. The advanced technology of rackets, strings, and balls po...

🎾[Sports Biz News]🇪🇸 Kelme Partners with Valencian Tennis Federation: A Practice of Social Contribution through Sports👏 Kelme becomes the official technical sponsor of the Valencian Tennis Federation! This strategic partnership brings innovation and vitality to the local tennis community. Kelme aims to enhance brand value and contribute to the community by providing advanced, ergonomically designed sportswear that improves athlete performance. Kelme's strategic goals include raising brand awareness, contributing to the community, expanding the market, supporting athletes, and building long-term partnerships. These efforts strengthen corporate brand image and contribute to the development of a sustainable business model through social contribution activities via sports. The partnership focuses on three core values: 1. **Integrity**: Ensuring transparency and fairness in all competitions and activities, building trust across the board. 2. **Effort**: Promoting constant improvement and encouraging athletes to strive for excellence. 3. **Inclusivity**: Providing equal access and opportunities for people of all ages, genders, and abilities, fostering a welcoming environment for all tennis enthusiasts. Francisco Vicente Caudet, president of FTCV, stated, "This agreement not only enhances FTCV's image but also positively impacts the clubs by providing uniforms to employees, representative players, and referees. This partnership will bring competitive pricing for equipment sets, benefiting all members involved." Carlos Garcia, CEO of Kelme, emphasized, "We are honored to announce this agreement with FTCV, one of Valencia's most important sports federations. We are proud to share our passion for sports and provide innovative products that meet the needs of tennis players at all levels. Working together, we aim to reach new heights and deliver products that satisfy the requirements of athletes in their pursuit of excellence." This sponsorship is a testament to Kelme's commitment to Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) principles. By supporting the local tennis community, Kelme is not only enhancing its brand presence but also contributing to the sustainability and growth of sports. This partnership underscores the importance of sports in community building and the role of businesses in fostering societal well-being. The collaboration between Kelme and FTCV is set to become a milestone in the development of tennis in the region, reinforcing the dedication and spirit of future Valencian tennis players. It highlights the potential of strategic partnerships in sports marketing, CSR, and ESG, driving both business success and community development. #glocalsportsnews #sportsmarketing #sportsnews #sportsbusiness #marketing #branding #pr #brandingstrategy #marketingstrategy #prstrategy #businessstrategy #advertising #valencia #tennis #kelme #corporatesocialresponsibility #csr #sustainability #esg

The Championship will coincide with the men’s Olympic event in Paris — where women still can’t compete. SMDH. 😠 • For more sports biz stories like this one, subscribe to our free, 3x-weekly sports biz newsletter here: https://lnkd.in/eYH82ywF • The pentathlon — essentially a non-stop marathon of five different track and field activities — originated in ancient Greece over 2000 years ago. The modern decathlon, which consists of 10 consecutive events such as running, jumping, and throwing, has been practiced in the U.S. since the late 1800s and was first included in the 1912 Olympics. 👀 • Despite decathlon events existing for women outside of the Olympics, women have only been allowed to compete in a seven-event heptathlon starting at the 1984 LA Olympics. American decathlete Lauren Kuntz called this a vestige of “historical sexism,” which ultimately set the stage for today’s lack of financial resources and visibility. 😔 • Backed by women’s sports power players Parity and Gainbridge, Ico for All’s world championships is being organized by Kuntz and will feature over 30 athletes from 10 countries, including U.S. phenoms Jordyn Bruce and Katie Straus. 🤝 • In addition to the main event, the org is putting on an icosathlon (aka a double decathlon) with 20 different track and field events. The competition will be open to all genders, ages, and abilities, a winning strategy to include more athletes in another version of the sport that — you guessed it — also excludes women. 🤦♀️ • Paris 2024 is touting its gender parity in both the number of athletes and events, but that overlooks the fact that only men have the opportunity to participate in the decathlon while women can only compete in the seven-event heptathlon. • While women have been fighting for inclusion into the event for decades, the recent involvement of powerful sponsors like Parity and Gainbridge can help athletes overcome the hurdles of being sidelined and excluded from the Games. If you can’t join them, leave them. 🤷♀️