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Tennis has historically taken up more space than just a sport. It's an aesthetic. Crisp whites, pleated skirts, fine jewelry courtside, and the thwock of strings meeting felt. It’s a social event. Who’s going to be with whom in the stands? We could consider it the original crossover culture: equal parts athleticism and glamour, discipline and drama. |
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And, right now, it's having a moment that reaches well past the baseline. You see it on runways, playlists, and in the way people are dressing for brunch, ready to be called up for a doubles match. |
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Tennis is a rare, dichotomous cultural property that's aspirational but also free to play. Even a country-club accessory is a low-barrier-to-entry signifier. For brands, that's the opportunity and also the trap. The aesthetic is easier to borrow in a striped awning and a racquet leaned against a bar cart than to earn real credibility. |
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Success means going beyond decoration, and building around what the sport actually delivers, like ritual and politely aggressive rivalry. And the long, social, deeply monetizable tail between matches. |
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So, as the US Open turns New York into a two-week clubhouse, we've pulled together everything you need to know to be in the know. |
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| BMF Connects with Erin Shaffer at IHG |
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| BMF Founding Partner Brian Feit sat down with Erin Shaffer, Head of Experiential and Development Marketing at IHG, to talk tennis, the US Open’s evolution into a cultural powerhouse, and what IHG has learned from eight years as the tournament’s Official Hospitality Partner about turning sports sponsorships into memorable experiences. ➔ |
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The New + The NoteworthyEverything Worth Doing/Seeing/Getting/Booking |
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| | With BMF client SPANX, the match begins before you even hit the court. SPANX's newest drop, BoostUp with StayCool Tech, features fabric that actually pulls heat away from the body as you move. Our pick from the lineup: the Scoop Neck Dress, made for anyone spending their August on perfecting their serve. Take a look here. ➔ |
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| | Tennis whites just got an upgrade. Official US Open outfitter Polo Ralph Lauren is bringing its signature courtside style to eyewear, with the latest drop available through BMF client Sunglass Hut just in time for tournament season. Find your new pair here. ➔ |
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| | BMF client IHG has landed at the US Open again this summer. The Official Hotel Sponsor is bringing its hospitality onto the grounds with a pop-up Racquet Bar for a mid-match break, cold drinks and a Honey Deuce without missing too much of the action. See what IHG has planned for the Open here. ➔ |
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| | Kith Ivy opened this fall in the West Village, bringing together rooftop padel courts, an Armani-designed spa, Café Mogador dining, and the first Erewhon bar outside LA. The club also extends to a full lifestyle line, with ready-to-wear and a padel-specific collection built alongside Wilson. Apply for membership here. ➔ |
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| | Tennis season has officially checked into BMF client Luxury Group’s The Ritz-Carlton NoMad. Ace the City offers guests a taste of the tennis club life, from private court time with former ATP pro Noah Rubin and fresh Malbon gear to Honey Deuce cocktails and a recovery massage when the backhand inevitably needs it. See what else the itinerary has in store here. ➔ |
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| | Dairy Boy is touching down in New York, and this time it's playing to win. Paige Paul brand debuts DB Sport at its three-day pop-up, August 21–23, its first full activewear line, built around the tennis-inspired, New England aesthetic Lorenze is known for. Check it out. ➔ |
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| | The crocodile is checking back into The Plaza. From August 12 through September 5, Lacoste is returning with Le Café Lacoste for another US Open season, bringing its French tennis heritage to Fifth Avenue through afternoon tea, cocktails, a hotel takeover, and limited-edition merch available along the way. Book your table at The Palm Court here. ➔ |
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The FrequencyWhat We’re Listening To Now. |
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| | Our current obsession: The Lumineers, who just so happen to be opening US Open Fan Week on August 21. Grammy-nominated and still able to turn a stadium into one big singalong, this one just happens to have a net down the middle. Stream them here. ➔ |
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The DestinationNow Departing… The Hamptons |
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| | As summer reaches its final stretch and tennis takes center court at the US Open in New York, there’s no better place to spend the days leading up to the big event than out East. From morning matches and new padel clubs to long lunches, local institutions and a little shopping in between, consider this our guide to making the most of the Hamptons before heading back to the city. Read here. ➔ |
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| | Let’s chat about how we can keep your brand in tune with the pulse of culture. |
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The SublimeCreators, Innovators, And Cool $#!+ You Should Know About. |
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| | Audemars Piguet has found a new court to play on. The Swiss watchmaker is making its padel debut as Official Timekeeper of the Premier Padel Tour, alongside a new partnership with world No. 1 Agustín Tapia. Perfect timing, considering the sport just keeps getting bigger. See the partnership here. ➔ |
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| | For those looking to experience the US Open in luxurious style, The Mark has a package that is somewhere between a hotel stay and a Grand Slam. The Mark's $500,000 package gets you four nights in the penthouse, a private lesson with John McEnroe, and a sunset sail around Manhattan on a 70-foot Herreshoff, all before the final ball is even served. Find out more here. ➔ |
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| | Tennis loves to obsess over what happens between the lines. ŌURA is keeping track between matches by signing Coco Gauff and Taylor Fritz as ambassadors to track the sleep, recovery, and readiness behind their US Open runs. Turns out a good serve might start with a good night’s sleep. See the campaign here. ➔ |
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| | You know a sport is having a moment when Gucci hosts the after-party. The Padel Invitational presented by UBS landed at the Sydney Opera House for two days of world-class play, celebrity matches and one very scenic court overlooking the harbor, with Gucci taking over Friday night. See how Sydney did padel here. ➔ |
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| | A strong game plan works well beyond the court. In Plan to Take Over the World, PTTOW founder Roman Tsunder shares lessons from years spent connecting some of the biggest names across business, entertainment, sport, and culture while thinking a few moves ahead. Add it to your reading list here. ➔ |
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| | The world’s No. 1 padel player has a new off-court uniform. Arturo Coello joined Golden Goose as a Global Brand Ambassador as the Italian label expands deeper into racket sports, bringing its distressed sneakers and streetwear sensibility to one of the fastest-growing games around. Meet Golden Goose’s padel star here. ➔ |
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| | From center court to cover girl, Aryna Sabalenka is having a moment well beyond tennis. The World No.1 fronts TIME’s September issue in Gucci, opening up about the highs, the losses, and learning when to leave the racquet behind and go dancing instead. Read more here. ➔ |
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The Week in ReviewICYMI... |
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Travel How New York's Luxury Hotels & Restaurants Are Celebrating The US Open 2026 ➔ Headed To The 2026 U.S. Open? Bring Your Appetite ➔ US Open Offering Fans Fine-Dining Experiences Alongside World-Class Tennis ➔ Explore 31 Of The Most Beautiful Tennis Courts In The World ➔
Fashion & Beauty This $35 Wrinkle-Free Dress Is My Go-To Travel Uniform—Plus 6 More Styles I'm Eyeing That Don't Need An Iron ➔ Why Do Players Wear White At Wimbledon? Inside The Tournament's Strict Dress Code ➔ The Best Tennis Brands To Help Ace Your Court Style ➔ What To Wear To The US Open, Where New Yorkers Go To See And Be Seen ➔ How To Dress For The Upcoming Tennis Grand Slams ➔
Entertainment Why SoFi Stadium, World's Most Expensive Arena, Will Wow The World Cup And Shock Soccer Purists ➔ 'Challengers' And The Best Movies About Tennis ➔ Every Celebrity We Spotted During The First Round Of Wimbledon ➔ Tennis Memoirs That Go Beyond The Game ➔ Tennis Stars Plan French Open Media Protest ➔
Technology Tennis Adopted Electronic Line Calling On Clay And Created A Ball-Mark Monster ➔ Why Wimbledon Is The Ultimate Test Of Trusted Sports Data ➔ Electronic Line Calling On Clay Still Confuses Tennis Players And Fans. But Is It The Issue? ➔ Meet The A.I. Ph.D. Who Took Human Error Out Of The World's Biggest Games ➔ What Is The Ball Chip Technology Being Used At The World Cup? ➔
Media Why Tennis Media Is A Fragmented Mess, From Grand Slam Broadcast Rights To Social Media Highlights ➔ Aryna Sabalenka Proposes Major Change To Tennis Press Conferences ➔ How Aryna Sabalenka Became The Most Compelling Player In Tennis ➔ Former Tennis Pro On Influencers Swarming Grand Slams: ‘Done A Lot For The Sport’ ➔ Andy Murray Is Bored of Tennis Media ➔
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