Take Advantage of the ‘Tenniscore’ Trend

By Ava Gaspari

When Aperol launched its first merch collection, tying it to the US Open just made sense. After all, the trendy Italian alcohol brand is the event’s official partner for the second year in a row.

Aperol launched a capsule collection of merch tied to its partnership with the US Open.

The capsule includes hats, T-shirts, sweater vests and match sets – sporting Aperol’s signature vibrant orange hue and meant to evoke the “casual yet premium” feel of racket sport fashion, according to the brand.

“This first collection is designed to embody the sense of joy and camaraderie that comes from both enjoying these activities and sharing moments with friends over an Aperol Spritz,” Andrea Sengara, a marketing executive from Aperol’s parent company Campari America told Forbes.

Aperol’s foray into fashion dovetails with the ongoing “tenniscore” trend that picked up steam this spring with the success of the film Challengers. Another partner of the US Open, vodka brand Grey Goose, noted in an announcement for its partnership with tennis star Frances Tiafoe that “more than ever before, fashion is an integral part of the fan experience,” citing Google Trends figures that searches for “US Open outfit inspiration” grew 22% in 2023 compared to 2022.

Tennis, with its historic exclusivity and association with the upper class, connotes a sense of quiet luxury. Tenniscore celebrates simple colors, patterns and textures – and emphasizes sporty silhouettes. Think polos, pleats and crisp white sneakers.

Latch onto the tenniscore trend with these products from suppliers.

1. Company Picnics

Company picnics – perhaps with a friendly tennis or pickleball tournament as part of the planned activities – are an ideal venue for tenniscore gear.

PITCH: Suggest branded visors as a practical and protective item to outfit employees at outdoor events

Stretchable knit sun visor (60-1276) from Otto Intl (asi/75350)

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2. Campus Bookstores

Tennis-inspired garments – in school colors – are a fun and fashionable nod to the trend that would appeal to younger demographics.

PITCH: Think outside of the expected tees and hoodies. A tennis skirt is a stylish option for showing school spirit.

Women’s plaid tennis skirt (RGB300P) from Los Angeles Apparel (asi/67971)

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3. Corporate Events

A unified look is necessary for any presentation, conference or work-related travel. Tennis-inspired apparel gives corporate uniforms a classic yet casual touch.

PITCH: For brands looking for something different than the tried-and-true polo shirt, consider a sleeveless option to change things up.