GAME, SET, STYLE: UNVEILING THE FASHION SECRETS OF TENNIS DRESS CODE

Abstract

Clothing in the game of tennis is one of the most important elements in the sport, both in terms of the role it plays, and the impact of the historical tradition it holds. Over centuries, both clothing and tennis shoes have undergone massive evolution, transitioning from traditional attire to more practical and technologically advanced designs. This evolution has not only enhanced the players' performance but has also contributed to the financial development of tennis through effective marketing strategies. Clothing in the game of tennis has always had a set of specific characteristics, often passed down from one generation to another as an unwritten rule. Although it does not have a major role in how a tennis match is influenced, it has a significant financial impact, through the important role of marketing reflected by associating the apparel with important figures in tennis. Throughout history, tennis clothing has evolved, abandoning many of its traditional aspects, opting for a much more practical version of the way they are made in the context of innovation, technology and design (durability, style and sustainability). Despite embracing innovation and modern design principles, certain traditional elements persist, notably exemplified by the strict dress code of prestigious events like Wimbledon. Similarly, tennis footwear has experienced significant transformations, largely driven by changes in playing surfaces. These advancements aim to optimize players' performance at the professional level and, like clothing, contribute to the financial dynamics of the sport. Therefore, the present paper aims to illustrate how the evolution of these essential elements of tennis
equipment have led to the improvement of the game of tennis, and how the preservation of traditions over time has helped in the rise of the marketing element in tennis.