Zendaya helps Wimbledon make net gains in clothes sales
WIMBLEDON has experienced a boom in demand for its clothing after a Hollywood film starring Zendaya revived the “tenniscore” trend.
Challengers has become as well known for the actress’s court-worthy ensembles – from pleated white skirts to stilettos with tennis balls spiked through the heels – as it has for its steamy love-triangle plot line.
And it appears the film, which launched in UK cinemas last month, is inspiring even those who have never stepped foot on a tennis court to turn to SW19 as a fashion destination of choice this summer.
The All England Lawn Tennis Club, which runs the Wimbledon Championships, has launched its largest retail collection in response to what it described as the “booming tenniscore trend”.
The club has also reported an almost 70 per cent increase visitors to its online retail store since the start of the year, compared with the same period in 2023.
Daniel Ashmore, the head of retail at the All England Club, said the Hollywood film had been “capturing the imagination” of consumers ahead of the tournament, which takes place between July 1 and 14.
“We are delighted to launch the 2024 Wimbledon retail collection, our largest and most varied range to date,” he said.
“In addition to our traditional allwhite tennis kit, the collection includes modern athleisurewear, smart-casual garments and accessories; designed and ready to wear both on and off the tennis court.”
Mr Ashmore added: “Challengers is capturing the imagination of consumers at the moment; however, fashion and tennis have always been linked, with the sport serving as a prominent stage for expression and innovation.
“The recent rise of tennis-inspired casual wear reflects this deep connection, and given its history and heritage, it is no surprise that tennis fashion continues to remain so popular.
“Wimbledon is in a unique position to benefit from this, having always been at the forefront of tennis fashion, setting trends and maintaining a prestigious standard of elegance and style in the sport.”
The new range includes “timeless” pieces such as oversized rugby T-shirts and sweatshirts in the Wimbledon green, white and purple palette, with prices ranging from £15 to £250.