This year at the US Open there’s been more talk than usual about style. The players’ looks have stood out, and speculation arrived well before the start of the tournament, turning the year’s final Slam into a media event that goes far beyond sport. From the much-discussed mixed doubles draw to Alcaraz’s new look, by way of Medvedev’s meltdown, the spat between Jelena Ostapenko and Taylor Townsend, and Naomi Osaka’s Labubu. So far we’ve seen it all at the US Open, and we’re only halfway through the tournament.

If we’ve already talked about Venus Williams’s return to Flushing Meadows, let’s now start with Naomi Osaka, who stood out in the first round thanks to a bright red Nike outfit embellished with crystals and floral hair accessories, and accompanied by a customized Labubu that instantly went viral across TikTok videos and some questionable nicknames. In her second match she repeated a similar look in purple—so much fun.

Also at the start of the tournament, we saw two interesting initiatives from Lacoste to celebrate the talent of tennis’s true GOAT: Novak Djokovic. The first is transforming the French brand’s logo from a crocodile into a goat (the GOAT, precisely) for the Serbian player; the second is a white windbreaker in which Djokovic walked onto the court, an exclusive model designed by Pelagia Kolotouros, the brand’s creative director. This iconic piece features an embroidered map on the back, enriched with four tennis balls in different colors, each indicating one of the four Slam venues.

Then there’s Carlos Alcaraz, who has picked up Rafael Nadal’s legacy by reinterpreting the burgundy look the Mallorcan wore in 2022. Nike chose for him a modern, sleeveless version that projects a new image of Spanish power and continuity. Not to mention the T90 look that nods to Ronaldo. Meanwhile, Coco Gauff and Tommy Paul carry on the work started with New Balance, always impeccable and strong with assertive on-court looks.

The adidas Y-3 kits also seem to have caused quite a stir—from mixed doubles when Jessica Pegula wore them to Taylor Townsend and Stefanos Tsitsipas, who bowed out of the tournament just yesterday, not without drama.

Then there’s Jannik Sinner, who impressed some fans with the chromatic harmonies he has maintained over time. His orange Nike kit surprised for its aesthetic consistency—as Rivista Undici notes in this Instagram post—delivering that icy, assured image he needed after Cincinnati. The palette, more than a casual choice, thus seems to have become a visual statement, perfectly tailored to the world No. 1.

Alongside the most talked-about protagonists, other brands have chosen to differentiate themselves. Jack Draper brought the minimalist aesthetic of Vuori to the court, while Jasmine Paolini showcased fresh creativity with a glossy black ASICS kit. The ASICS team is, in fact, working to stand out at every tournament—first with the collab with A.P.C., now with Paolini’s kit.

Then there’s Ben Shelton who, continuing to wear On in consistently cool fashion, also brings a bit of wholesome American entertainment to the court together with his girlfriend, Trinity Rodman. The press-conference questions and her superfan fit attract as much attention as the On kits worn by Shelton, one of the best interpreters of the Swiss brand’s lines.

The context explains much of this evolution: the US Open is not just a tournament, but a huge business, with prize money and sponsorships forming an ecosystem in which looks matter as much as performance. Outfits are no longer simple uniforms, but tools for storytelling and positioning. Brands invest, players compete for enormous prize money, and the public comments, shares, and shows increasing passion, amplifying the echo across social media and international outlets.