Here to stay: 'tenniscore' Fashion

Mashi, another day, another medal on the Olympic stage. This time, it’s the world of tennis that’s making headlines—or rather, serving them up with a side of haute couture. Zheng Qinwen, a name now synonymous with Olympic gold, has inadvertently propelled “tenniscore” into the realm of high fashion. Who knew that smashing tennis balls could be so stylish?

On August 3rd, Zheng Qinwen decided to be a bit of a show-off by winning the Olympic gold in singles tennis. Not just any gold, mind you, but the first Olympic singles gold ever claimed by an Asian player. In a world where breaking records is as common as breaking a sweat, Zheng’s achievement is both impressive and, dare I say, rather cool.

But here’s where it gets amusingly absurd: Zheng’s victory has inadvertently ignited a fashion trend known as “tenniscore.”

Yes, you read that right. As if tennis whites and sporty chic weren’t already a staple of every suburban tennis club, they’ve now ascended to the dizzying heights of fashion. Imagine tennis rackets as the new Birkin bags, and you’re halfway there.

“Tenniscore” has moved from the margins of TikTok obscurity to the very heart of mainstream fashion. It’s an irony I can appreciate: a look originally designed for practicality on the court is now gracing the glossy pages of Vogue. The hashtag #Tenniscore has racked up over 4.8 million views on social.

Oh, the marvels of social media and its endless appetite for reimagining the mundane.

And what of the luxury brands? Well, they’ve seized this absurdly delightful trend with the same fervor as a tennis player chasing a drop shot. Rolex has signed Zheng as an ambassador, clearly betting on her newfound fame to add a sparkle to their brand. Louis Vuitton and Loewe have also entered the fray, making Carlos Alcaraz a brand ambassador and releasing tennis ball-inspired high heels, respectively. One must admire the audacity of turning a tennis ball into a fashion statement.

The Inevitable Trend. Zheng’s gold medal has turned tennis into a fashion must-have, proving that sometimes, even the most mundane victories can spark a revolution.

So here’s to tennis, to gold medals, and to the delightfully absurd world of fashion where even a tennis ball can be transformed into a statement piece. Cheers to the evolution of “tenniscore” and its surreal but undeniably captivating rise.

PS Gucci's ad (above) alongside Jannik Sinner generated $1 million in media impact value (MIV) within two days of its release. Image: Gucci