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US Open 2026: Brand activations and fashion collaborations
The year's fourth and final Grand Slam, the US Open has long been a powerful marketing venue for brands. In 2025, the event generated 809 million dollars in media impact value for the labels featured throughout the tournament, a 51 percent increase year-over-year, according to Launchmetrics. Nike, Audemars Piguet, Rolex were some of the top...
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Lacoste serves tennis-themed afternoon tea at The Plaza in New York
New York's Plaza hotel, part of Fairmont, and French brand Lacoste have brought back their tennis-season collaboration, running from 12 August to 6 September, according to a press release. The tie-up spans hospitality, hotel installations and retail during the city's tennis season. At its centre is the return of Le Café Lacoste, the brand's café...
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When rain hits the court: Lacoste's fall/winter 2026 collection
On 31 July 1923, René Lacoste faced Spain's top-ranked player, Manuel de Gomar, in a Davis Cup tie in Deauville when a sudden downpour flooded the grass court. Spectators threw newspapers onto the surface to help it dry, while players and onlookers sheltered under umbrellas in trench coats, ponchos, slickers and rubber boots. The rain stretched...
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