The Tenniscore Takeover: Why the Court Look is Winning the Feed and How to Sell It
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. ...