If you have scrolled through TikTok or Instagram anytime in the last six months, you have definitely seen it. The pleated white skirts. The V-neck cable knit sweaters tied loosely around the shoulders. The crisp collars and the retro sneakers.
Suddenly, everyone looks like they are on their way to a country club, even if the closest they have ever been to a racquet is watching Challengers or seeing highlights of Wimbledon.
We are witnessing a massive shift in fashion known as “tenniscore.” It is the latest evolution of athleisure, but with a preppy, polished twist. It’s no longer just about performance; it’s about the aesthetic of the lifestyle. For retailers and marketers, this is a golden moment. The consumer base for tennis apparel has expanded far beyond actual athletes. You aren’t just selling to the person with a killer backhand anymore; you are selling to the person who wants the “off-duty pro” look for their Saturday morning coffee run.
So, why is this happening right now, and more importantly, how do you adjust your marketing strategy to turn those double-taps into sales?
The Psychology of the Quiet Luxury Trend
To understand why tennis gear is flying off the shelves, you have to look at the broader vibe of social media right now. We spent years in the “streetwear” era—oversized hoodies, logos everywhere, hypebeast culture. Now, the pendulum has swung back toward something cleaner and a bit more traditional.
Tennis apparel fits perfectly into the “old money” or “quiet luxury” trend that has dominated the algorithm.
There is something aspirational about tennis. It signals leisure. It signals summer. It signals a specific kind of exclusive social life. By wearing the gear, consumers get to participate in that story without paying the membership fees. It is an accessible entry point into a high-status aesthetic.
When a Gen Z influencer posts a “Get Ready With Me” video styling a tennis skirt with a vintage sweatshirt and loafers, they aren’t talking about sweat-wicking technology or range of motion. They are talking about a feeling. They are selling a vibe that says, “I have time to play.”
Pivot Your Visuals: From Court to Cafe
If you are marketing tennis gear strictly with photos of sweaty athletes hitting serves, you are missing half your audience.
The brands winning on social media right now are the ones treating tennis wear as lifestyle wear. Look at how the major players are styling their shoots. Yes, they show the gear on the court, but they also show it at brunch, walking the dog, running errands, and sitting courtside with a matcha latte. Your marketing content needs to answer the question: “How do I wear this when I’m not playing?”
To capitalize on this, try shifting your content mix. Instead of just high-shutter-speed action shots, incorporate “lifestyle” photography. Show a model wearing a tennis dress with a denim jacket. Show a polo shirt tucked into high-waisted jeans. By contextualizing the clothing in everyday scenarios, you lower the barrier to entry. You give the non-player permission to buy the outfit because you’ve shown them exactly how it fits into their regular wardrobe.
The Pop Culture Effect
We can’t ignore the massive influence of pop culture. Movies like Challengers (starring Zendaya) turned tennis into a high-fashion moment. It made the sport feel intense and incredibly stylish.
When a cultural moment like this hits, marketers need to be agile. You don’t have to have an official partnership with a movie studio to ride the wave.
Use your social captions and email subject lines to nod to the trends. Use the trending audio clips on TikTok. Create “Look for Less” edits that recreate iconic movie outfits using your inventory. When the cultural conversation turns to tennis, your brand should be there to say, “Here is the look you are searching for.”
Influencer Seeding: Go Micro, Go Fashion
Historically, sports brands sponsored athletes. You wanted the person holding the trophy to be wearing your logo. That is still important for credibility, but if you want to drive viral volume, you need to seed your product to fashion influencers, not just fitness influencers.
You want the girl whose niche is “classic style” or “preppy fall fashion.” These creators often have highly engaged audiences who trust their taste implicitly. If they say, “This tennis skirt has the best pleats and doesn’t wrinkle,” their followers will buy it instantly, even if they have never held a racquet in their lives.
Focus on “micro-influencers” (10k – 50k followers). Their engagement rates are often higher than those of the big celebrities, and their content feels more authentic. Send them a package, not with a challenge to play a match, but with a challenge to style the piece for a weekend out. Let them interpret the item through their own fashion lens. The result is usually user-generated content that feels organic and highly shareable.
The Pickleball Crossover
We also have to talk about the noisy neighbor: pickleball. While tennis purists might roll their eyes, pickleball has exploded, and it shares the same wardrobe. It is social, it is fun, and it is bringing a younger, very social demographic onto the courts.
Social media marketing for tennis apparel should absolutely flirt with the pickleball crowd. The hashtags overlap. The aesthetic overlaps.
Market your gear as “Court-to-Cocktails.” Highlight the social aspect of the game. Show groups of friends laughing, high-fiving, and looking great. The communal aspect of racquet sports is a huge selling point post-pandemic. People are looking for connection, and your apparel is the uniform for that community.
Scarcity and the “Drop”
Finally, borrow a page from the streetwear playbook: the drop. Social media thrives on urgency. If you have a new collection or a new colorway coming in, don’t just quietly list it on the site. Hype it up.
Tease the launch on Instagram stories. Use countdown stickers. Create a sense of scarcity. “Tenniscore” thrives on exclusivity. If you can make a specific retro-style warm-up jacket feel like a limited commodity, you drive immediate action.
The Bottom Line
The “tenniscore” trend isn’t just about a sport; it’s about a mood. It’s optimistic, energetic, and classic. For marketers, the key is to stop thinking of these products purely as equipment and start treating them as fashion staples. The customer buying a pleated skirt today might play three sets on Saturday, or they might just wear it to look cute while grocery shopping.
If you can speak to both of those needs—performance for the player and style for the scroller—you win the match.
