The Tennis-Core trend should include real tennis
In the post-lockdown world, tennis-core is perhaps the most obvious trend to emerge. Like other niche fads of recent times (I’m looking at you, coastal grandmother), tennis-core feeds our collective thirst for fully commit; escape by way of athletic cosplay. When Gen Z embraced it, they turned the tradition-bound sport into an online phenomenon, under a catchy new name. As they’ve proven, it’s a lifestyle first and foremost, which can be executed just as well in professional stadiums as it is on your TikTok page. The appeal of tennis-inspired fashion isn’t revolutionary or even new, but “Tennis-core” asks two questions: Why dress for the court when you can dress for the court? And what is tennis-core really without real tennis?
At the start of the pandemic, there were record increases in recreational tennis play (outdoors, socially distanced). With this, the demographics of viewers have also changed. “We find that entertainment and sports programs are hugely appealing to Millennials and Gen Z,” says Lindsay Ulrey, vice president of global brand sponsorship and experiential marketing at Wimbledon and American Express partner American Express. US Open. “Americans have always idealized these things,” she adds.
In July, I was able to experience the lifestyle of the heart of tennis by attending Wimbledon with American Express, which, through its partnership with the tournament, offered VIP spectator packages and luxury on-site amenities like full lounges sunscreen, fans and Evian. – Brand face mist. While the tennis itself was a joy to watch, what unfolded beyond the stadium was equally entertaining. The normally members-only 42-acre All England Lawn Tennis and Croquet Club transforms into a flower-filled oasis of restaurants, shops, lounges and other “activations” (tennis-themed manicure stations, goggle cleanings) every year. free sun, etc.), each one more Instagrammable than the other. Although the hustle and bustle of the pitches on game day is reason enough to attend (you can even buy passes only through the legendary Wimbledon “queue” for only 21 pounds), I did delighted that I could retreat to private lounges to rest and refill my cup of Pimm as I pleased.
Like Wimbledon, the US Open attracts spectators interested in more than just sport. “People are more willing to travel for the good experiences,” says Antonia O., travel consultant at American Express. For some clients, she will organize an entire vacation around the tournament. While many are asking for the classic offerings of Amex’s Fine Hotels + Resorts properties (think: The Carlyle on the Upper East Side, or Casa Cipriani near Battery Park), “there’s more interest in trekking in Brooklyn or Queens” these days, she says. Just as one may travel to Iceland for the Northern Lights, others travel to New York for the earthly joys of a Grand Slam tournament in Queens.
The tennis spectator experience feels like a luxury even without all the benefits. It’s the last weekend of the year to live out your tennis fantasies (at the US Open, until September 11). Whether you’re looking for the best value (tickets still sell for as little as $28) or are ready to splurge (meet me at Centurion Suite?), there is a way to have fun at all levels.
So if you’ve ever engaged in the trappings of Tennis-core, it might be time to take them out for a spin in a proper setting. “Some people come for the tennis, some people come because they want to have a great day,” says Alexandra Willis, Communications and Marketing Director of the All England Lawn Tennis Club, “and some people come because it’s their chance to dress really well.” And others, maybe, for all three.