The custom kimono-inspired gown that Naomi Osaka wore as she stepped onto Center Court at Wimbledon last week—designed by Hana Yagi—made it clear: the walk-on look is tennis’s version of the NBA tunnel walk.
Osaka is known for pushing the limits of tennis fashion. She has worn Nike outfits customized by couturier Robert Wun and even attached matching Labubu toys to her duffel bags. But more players are now joining in on this pre-match style moment, and more brands are getting involved. Last week at Wimbledon, despite the tournament’s strict all-white dress code, Taylor Fritz wore a custom white tailored suit by Boss before his match against Dušan Lajović. Fritz is a Boss ambassador, and the brand promoted the moment widely to make sure they got credit for the design and to show they fit naturally into the setting.
Naomi Osaka at the 2026 Australian Open wearing custom Robert Wun.
Photo: Getty Images
“[Fritz’s] first statement walk-on isn’t about spectacle for its own sake,” says James Foster, SVP of global marketing at Boss. “It’s about capturing the energy of the championship, respecting its historic setting, and turning that into a look that feels elevated yet effortless.” He adds that the all-white rule wasn’t a limitation. “Wimbledon is one of the most tradition-rich events in global sport, and we approached that dress code with respect and enthusiasm.”
Taylor Fritz wearing a custom Boss walk-on look during Wimbledon 2026.
Photo: Courtesy of Boss/Getty Images
This isn’t just an opportunity for luxury brands. Other players are also pushing their sportswear partners to new limits. US player Coco Gauff debuted her latest New Balance x Miu Miu collaboration on the court, giving a more fashion-forward twist to the classic two-piece tennis set. Novak Djokovic wore an oversized Lacoste jacket—he’s also a Lacoste collaborator—with a hidden message that was revealed when he took it off. Marta Kostyuk wore a lace Wilson outfit inspired by her own wedding dress. Osaka, who is a Nike ambassador, works with Nike on her looks, according to her stylist Marty Harper.
Coco Gauff wearing the New Balance and Miu Miu collaboration in Rome in 2025.
Photo: Courtesy of New Balance
This visibility matters today as fashion invests more in the growing sports market. Formula 1, which saw its female fan base grow from 37% to 42% in six years, has seen a surge in fashion partnerships. In 2025, LVMH signed a 10-year deal with the racing series, boosting brands like Louis Vuitton, Moët Hennessy, and Tag Heuer. “It’s a sport where the athlete is almost invisible, driving over 200 km/h and hidden behind a helmet,” says Laura Garriga, a sports marketing professional and founder of sports entertainment agency The Queen’s Court. “But its fans are invited to be part of the show,” she adds.
The tunnel walk in both the NBA and WNBA has long been a runway for athletes, who act as billboards for designer brands. The tunnel itself has even become branded—Sephora put its name on the player arrivals area for the women’s basketball league Unrivaled. And ahead of this summer’s World Cup, fashion entered the world of national teams. Jacquemus worked with Nike and the French Football Federation to create a capsule collection celebrating Les Bleus, while Willy Chavarria and Adidas Originals produced a line inspired by Mexico’s love of the game.
Naomi Osaka wore a custom Hana Yagi ensemble in collaboration with Nike.
Photo: Adam Kudemati
“For fashion brands, fans aren’t just an audience,” Garriga says. “They’re millions of people actively looking for ways to express who they are through what they wear in a highly emotional environment.” However, she notes that tennis may not have fully broken into wider fan culture yet. Specific fan merchandise is still rare, and many of these athletes have yet to become visible fashion ambassadors off the court.Even the most impressive fashion moments in tennis usually stay on the court, which can leave potential new fans feeling left out. The growing trend of walk-on outfits shows how tennis can tell a story through fashion. Morgan Riddle, co-founder of the sport and culture agency The 400 Club, believes this was bound to happen. “Many fans don’t just want to watch the match—they want the story behind it,” she says. In 2023, Jannik Sinner made headlines early on when the Gucci ambassador walked onto the court carrying a logoed bag, breaking Wimbledon’s dress code. This put the brand at the center of Sinner’s rise to number one, despite the rule violation. “Fashion isn’t replacing the sport, but it’s becoming another way for people to connect with it,” Riddle adds.
For tennis players, the walk-on outfit can be more than just self-expression—it can help build their brand. “A playing career might last 15 years, but the cultural value you create lasts much longer,” says Roberto Cordero, a journalist and brand advisor in sport and culture. “The walk-on is how you reach people who will never watch a fifth set.”
The blend of fashion and major tennis tournaments seems set to grow even stronger. Cordero notes that athletes now have more chances to take control of their own sponsorship deals and build their own businesses. For example, Roger Federer left Nike for a stake in the challenger brand On, while Serena Williams started her own venture capital firm. “The trend is moving from endorsements to ownership. Signature lines, athletes with real creative roles, and players launching their own labels,” Cordero says.
These fashion moments could also help the sport grow. Culture journalist Michaela Makusha believes that the increasing number of walk-on moments at Wimbledon can make tennis more popular overall. “There’s a lot of discussion about how accessible tennis is in other parts of the world compared to Britain,” she says. “Letting players be themselves makes the sport more accessible, and I think British tennis really lacks that.”
As for Naomi Osaka, it’s still unclear what her future walk-on looks might be. “For me, the goal has never been to chase moments just for the sake of it,” says Harper, adding that time will tell what Osaka does next. “Above all, I love seeing Naomi enjoy the process. When she’s smiling, curious, and creatively fulfilled, that’s when the best work happens.”
Frequently Asked Questions
Here is a list of FAQs about the tennis walkon look written in a natural tone with clear concise answers
Beginner Questions
1 What exactly is the tennis walkon look
Its a style inspired by what tennis players wear when they walk onto the court before a match Think clean preppy basics polo shirts tennis skirts or tailored shorts crew socks and clean white sneakers Its sporty but polished
2 Is this just for people who actually play tennis
Not at all Its a fashion trend You dont need to step on a court to wear it Its about adopting the clean athletic aesthetic of tennis culture for everyday outfits
3 What are the key pieces I need to pull off this look
You need four basics a classic polo or crisp white tshirt a highwaisted tennis skirt or pleated shorts a pair of white leather sneakers and crewlength socks
4 Why is it suddenly so popular
Its a perfect mix of nostalgia and comfort It feels fresh after years of baggy grungeinspired styles Plus celebrities and influencers have been wearing it and the quiet luxury trend made clean simple looks desirable again
Intermediate Practical Questions
5 Can I wear this look in cold weather
Yes Layer a zipup tennis sweater or a classic vneck cardigan over your polo Swap the skirt for tailored wool shorts or pleated trousers You can also add a quilted vest for a preppy courtside feel
6 What kind of bag goes with a tennis walkon outfit
Stick to sporty or structured bags A classic canvas tote a small crossbody bag or a simple leather backpack works best Avoid heavy flashy purses
7 Im not a skirt person What are my options
You have plenty of choices Tailored shorts pleated trousers or even crisp white jeans work perfectly The key is a clean slightly fitted silhouettenot too baggy
8 Can I wear this to the office
Absolutely if your office is smartcasual Swap the tennis skirt for pleated trousers or