16.07.25
News
Wimbledon has become more than a tournament; it’s one of the season’s defining cultural moments.
Its influence now stretches far beyond the court, becoming a focal point for fashion, brand storytelling and real-time content. With its built-in aesthetic, global visibility and high-profile guest list, it offers brands a rare opportunity: a heritage-rich backdrop with modern, mainstream appeal.
From Centre Court to social feeds, 2025 saw brands and talent serve serious style and standout partnerships, from Ralph Lauren’s luxurious Southern Village takeover to Gucci’s custom kit for Jannik Sinner.
Even the front row has evolved. Influencers now play a central role, with Wimbledon content generating mass reach across TikTok and Instagram – not just the BBC.
On court, players are stepping into new territory, shifting from athletes to cultural figureheads. Just look at Jack Draper’s appointment as a Burberry ambassador, or Coco Gauff’s three-way collaboration with Miu Miu and New Balance marks a shift: tennis stars are now fronting fashion’s most talked-about campaigns.
To help you navigate this shift, we’ve broken down all the key moments from this year’s tournament, from brand collaborations to influencers and VIPs.
Courtside, Captured: How Fashion Took Centre Stage
Ralph Lauren Leads with Legacy
As Official Outfitter, Ralph Lauren continued its Wimbledon reign with polish and presence. On court, it debuted limited-edition tortoiseshell sunglasses and updated its iconic polo shirts. Off court, the brand activated across multiple touchpoints, transforming its New Bond Street flagship with court-green stripes and a live-screening café serving iced coffees and cream teas. Inside the Southern Village, its branded café offered alfresco dining, chilled drinks and personalised polos, seamlessly blending fashion, sport and hospitality.
Coco Gauff x Miu Miu x New Balance
One of the most talked-about fashion plays came from Coco Gauff’s three-way collaboration. The capsule reimagined tenniswear with cropped varsity jackets, pleated minis and chunky trainers, fusing athletic strength with high-fashion femininity. It turned heads on and off the court, pushing tenniscore into bold new territory.
Gucci, Lacoste, Bo+Tee & More
Gucci continued its partnership with Jannik Sinner, dropping limited-edition racquets and cream-toned accessories. Lacoste reinterpreted its heritage through Novak Djokovic, while Bo+Tee leaned fully into tenniscore with racerbacks, pleated skirts and country club-ready co-ords built for Instagram. Miu Miu brought vintage court style into the fashion mainstream, proving that tennis wear is no longer niche, but now a summer staple.
Serving Style: Food & Drink That Matched the Moment
Evian’s Mountain of Youth
Evian brought its ‘Live Young’ energy back to Wimbledon with The Mountain of Youth, a young-spirited, sustainability-led campaign featuring Emma Raducanu, Stan Wawrinka, Frances Tiafoe and Céline Boutier. Refillable water stations were dotted throughout the grounds, plus a stylish on-site VIP suite, while names like Molly-Mae Hague and Jessica Alba helped drive digital visibility and wellness authority online.
Pimm’s on the Hill
An icon in its own right, Pimm’s on the Hill returned – synonymous with summer, sunshine and Wimbledon tradition. Guests were rarely seen without one. Effortless, effective, and always on-brand.
Stella Artois: Minimalism Meets Tradition
Stella leaned into centre court codes with a clean, white campaign and a limited-edition can trimmed with the subtlest stroke of Wimbledon’s signature colours – a masterclass in showing up for both the audience and the setting
Styled to serve: Celebrity Looks That Landed
Wimbledon’s courtside seats are starting to resemble fashion’s most-watched front rows, carefully curated, highly anticipated, and brand-aligned.
Olivia Rodrigo arrived fresh from Glastonbury in a red-and-white gingham Ralph Lauren shirtdress. It was a playful nod to both festival playfulness and Wimbledon tradition. Paired with slim sunglasses and a Khaite bag, the look quickly gained traction across social.
Jourdan Dunn delivered one of the tournament’s standout style moments wearing a full collection from b. the agency’s client, The Diamond Store. Her 3ct lab-grown tennis necklace, matching earrings, bracelet and eternity ring captured attention across fashion and lifestyle media, positioning the brand firmly in the luxury conversation.
We saw Emma Louise Connolly and Charithra Chandran in Nadine Merabi – a classic example of British womenswear owning the summer social season. And of course, Adot Gak and Anna Grace owning prints in Chic Le Frique.
Elsewhere, David Beckham, Sienna Miller, Priyanka Chopra and Tom Daley opted for classic tailoring, pinstripes and summer suiting.
Their appearance reinforced what Wimbledon now represents: not just a sporting fixture, but a platform where image, influence and partnership meet.
Game. Set. Strategy.
In 2025, tennis has cemented itself as one of the most valuable cultural moments for brands to tap into. Its global audience, premium positioning and built-in aesthetic make it the perfect stage – but only for brands that know how to show up without disrupting the integrity of the sport. That’s when real cultural alignment comes into play. The most effective brand plays don’t overpower the moment. They enhance it. They respect the setting, speak to the audience, and blend relevance with consideration.
If you’re looking to activate around key cultural moments, we’d love to hear from you: hello@b-theagency.com
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