30/06/2025
The line between sport and fashion has never been thinner. What was once a relationship of utility – performance-driven kit and function-first footwear – has evolved into a mutually beneficial, billion-dollar collaboration. From luxury brands dressing football clubs to sneaker drops aligned with marathons, sport has become a global runway.
As fashion seeks to broaden its cultural relevance and sport seeks expansion beyond function-driven apparel, both industries are finding common ground. Changing demographics, including the growing number of women engaging with sports, have expanded commercial and creative possibilities. The marriage of sports and fashion involves mutual benefits; it means both can reach a wider audience, build deeper relationships with new and existing fans, and convey messages of a deep cultural understanding[1]. But this convergence doesn’t come without challenges. Behind every limited-edition capsule, runway appearance, or co-branded collection lies a web of intellectual property (IP) rights, contracts, and commercial strategies.
Function Meets Fashion
Athletes have become brand extensions, and their apparel may now be as scrutinised as their performance. When elite sportspeople step into the arena, they’re not just competing; they’re marketing.
Image Credit: Getty Images
Fashion has long had a place on the tennis court, with some players using their wardrobe as a form of subtle rebellion or self-expression within the sport’s often rigid traditions. In the early 1970s, Billie Jean King took to the court in a tailored sky-blue dress, finished with classic Adidas sneakers, making a bold sartorial statement during one of the most historic matches in tennis history – the “Battle of the Sexes”. Decades later, Maria Sharapova turned heads at Wimbledon by threading a flash of colour into the tournament’s strict all-white dress code, wearing a sculpted drop-waist dress accented with vibrant tones. Even Roger Federer, typically known for his composure and elegance, made headlines at the 2007 US Open by stepping out in a sleek, all-black kit – an outfit that added theatrical flair and earned him the nickname “Darth Federer” for its commanding presence.
Serena Williams has redefined tennis fashion, from her denim skirt at the 2004 US Open to the now-legendary Nike-designed catsuit at the 2018 French Open. The catsuit wasn’t just fashion-forward, it was medically functional, designed to prevent blood clots after childbirth. Though the French Tennis Federation controversially banned it, Serena had already made her point: sportswear could be both high-performance and high-fashion.
These innovations often combine patented technology compression fabric or energy-returning soles) with design rights for shape and aesthetic – discussed in more detail here. These dual protections help brands lock down both function and form.
Image Credit: Getty Images, Ezra Shaw
The next generation of players is continuing this fashion-forward legacy. Ben Shelton and Coco Gauff have taken inspiration from earlier tennis legends with creating their own fashion statements in their grand slam competitions. From Coco’s Marvel inspired bodysuit at the 2025 Australian open to Ben’s gradient styled kit, these outfits are going beyond traditional athletic wear.
Athletes as Ambassadors and Co-Creators
Off the field, athletes are fronting global fashion campaigns, walking runways, and designing their own product lines.
Today’s superstars Iga Świątek and Matteo Berrettini are not just wearing fashion, they’re shaping it. Berrettini, for instance, partnered with Hugo Boss to launch a co-branded line that merged luxury menswear with tennis aesthetics[2]. Establishing clear contractual relationships between athletes and brands is critical to avoiding future disputes, especially when it comes to the ownership of intellectual property. These agreements should aim to outline who owns the rights to trade marks, brand names, logos, and other forms of IP including copyright and design rights.
The complexity of these arrangements becomes apparent when ownership is left ambiguous. A notable example is Roger Federer’s long-standing dispute over his initials in the “RF” logo.
Although Federer parted ways with Nike in 2018 to sign with Uniqlo, he was unable to use the stylised monogram comprising his initials. Nike had retained the copyright and trade mark protection since creating the logo in 2008. It wasn’t until 2020, following a formal assignment agreement, that Federer finally regained control of the mark, highlighting how brand equity and identity can be legally tethered long after a partnership ends.[3]
Wimbledon: Where Tradition Meets Couture
Nowhere is the sport-fashion crossover more tightly choreographed, and occasionally contested, than at Wimbledon. Steeped in tradition, the Championships enforce the iconic all-white dress code, first introduced in 1877. Yet that hasn’t stopped brands from pushing boundaries.
In 2023, Gucci partnered with HEAD to produce a limited-edition monogrammed tennis bag for Jannik Sinner. The beige GG-branded duffle was a first-of-its-kind item on Centre Court and required special clearance from Wimbledon authorities[4]. While it broke protocol, it also broke new ground, showing how luxury fashion can tread sacred sports turf.
Other brands have followed suit. Babolat, a longstanding tennis brand, released a Wimbledon-themed collection, including limited-edition purple and white racquets, grip tapes, and accessories – co-branded with the All England Lawn Tennis Club[5].Agreements between the parties setting out the scope of each party’s rights are important when a collaboration is born, for example licensing and ownership agreements.
Off the court, jewellery and watch brands also get their moment in the spotlight. Omega, a long-time Olympic partner, has released limited-edition tennis watches during Wimbledon fortnight[6], while players Naomi Osaka[7] and Coco Gauff have appeared in campaigns for TAG Heuer, Louis Vuitton, and Tiffany & Co. These accessories frequently reference Wimbledon’s trade mark purple and green palette or nod to its storied past.
Footwear innovations are also showcased during the tournament. For example, Nike, Adidas, and On debut Wimbledon-specific grass-court shoes featuring patented soles, water-repelling uppers, and colourways carefully curated to comply with dress regulations[8]. These models, though performance-first, are often released in limited runs to drive hype and exclusivity. The tournament creates a ‘race-to-market’ environment, where brands time product launches to coincide with maximum visibility. In many cases, athletes debut these designs on court, with millions watching, effectively turning a match into a live commercial.
To capitalise on this exposure, brands work intensively behind the scenes to secure the necessary IP rights, be it patents for innovative sole structures, registered designs for visual elements, or trade mark protection for logos and co-branded features, well before the tournament begins. This ensures that as soon as a new shoe, outfit or accessory appears on screen, it can hit retail shelves (and online carts) almost instantly, converting attention into revenue.
Navigating the IP Landscape
Whether it’s a runway collection tied to a tennis star or performance sneakers dropped before a major race, protecting the IP around these collaborations is critical. The main IP tools include:
Patents – For new technologies in footwear or performance textiles
Registered Designs – For the unique visual appearance of apparel and gear
Trade marks – For logos, signatures and co-branded lines
Co-creator Agreements – To clearly delineate ownership and commercial use of co-created IP
Getting this right is more than legal housekeeping – it’s IP strategy. With increasing crossovers, especially between high-end fashion and high-stakes sport, the failure to adequately secure IP rights can erode commercial value and lead to public disputes. With the right legal frameworks in place, sport and fashion together can be a runway for global influence, cultural capital, and commercial success.
The Future: Fashion as Performance and Platform
The sport-fashion crossover is no passing trend, it’s a structural shift. As athletes become influencers, tournaments become platforms, and brands become collaborators, the lines continue to blur. Wimbledon 2025 will likely see even more fashion-led innovation and scrutiny.
With the right legal frameworks in place, sports including tennis become more than a game they become a global runway where culture, commerce, and competition meet, and where brands must not only innovate boldly, but also protect rigorously.
This article is for general information only. Its content is not a statement of the law on any subject and does not constitute advice. Please contact Reddie & Grose LLP for advice before taking any action in reliance on it.
[1] The Debrief | Why Some Sports Win Big in Fashion — and Others Don’t | BoF
[2] HUGO BOSS Group: BOSS announces long-term partnership and capsule collection with tennis superstar Matteo Berrettini
[3] Roger Federer vs Nike: A legal view on the ‘RF’ logo dispute – SportsPro
[4] Jannik Sinner’s Gucci Deal Leads Wimbledon Fashion Revolution | BoF
[5] Limited-edition Babolat Wimbledon racquet and tennis bags | Women’s Tennis Blog
[6] Luxury Watches at Wimbledon 2023 – IFL Watches
[7] Naomi Osaka revealed as the new face of Louis Vuitton | CNN
[8] Asics releases its Wimbledon collection, including Novak Djokovic’s signature shoe
