Before New York Fashion Week kicked off in Manhattan, some of the incoming brands made an early first stop elsewhere—out in Queens, on the blue hard courts of the U.S. Open.

In a sport where brands like Nike and Adidas were once the only players, the logos of Gucci and Miu Miu have started to weave their way in. Tennis fashion has been surging, and the luxury fashion industry doesn't want to feel left out.

Luxury fashion partnerships in the tennis world have historically been somewhat sparse. They've been testing the waters in recent years, and lately, the deals have been flowing—Bottega Veneta with Lorenzo Musetti, Burberry with Jack Draper, Canali with Stefanos Tsitsipas and Dior with Zheng Qinwen have all come since January.

Coco Gauff wore tennis dresses partially designed by Miu Miu for three tournaments this summer. “Fashion helps bring casual fans to the sport,” she said. And top-ranked Jannik Sinner often has carried a Gucci tennis bag onto the court since their partnership began in 2022.

The collaborations are multiplying. And they’re causing a buzz.

When Musetti debuted as a Bottega Veneta ambassador, the brand’s first athlete, by wearing their white jacket at Wimbledon this summer, both the sports and fashion worlds were taken.

“It was really cool because every magazine, every fashion magazine was talking about it,” Musetti said with a smile, a few days before he started playing in New York. “I think the tennis courts can also be a stage.”

Tennis’ increasing cultural capital has made the sport just that—a stage—for players and fans alike. But luxury fashion brands are flocking in for more than just its recent popularity.

“Tennis is a marketer’s dream because it crosses so many demographics and still has prestige,” said Meeta Roy, an associate professor of fashion business at the Fashion Institute of Technology in New York who previously worked in the luxury fashion industry.

The sport's historical association with the wealthy, coupled with its skyrocketing general popularity, is making its courts the perfect marketing opportunity for the luxury space.

This article was provided by The Associated Press.