Nike is making a bold move in the tennis world by rebranding its image around its rising stars, Jannik Sinner and Aryna Sabalenka. The sportswear giant is shifting away from its reliance on established veterans like Rafael Nadal and Serena Williams, who are either retiring or returning from maternity leave.
Sinner, the world No. 1, has been spotted wearing custom gear featuring his personal fox logo, which was unveiled in 2022 but rarely used. The logo symbolizes his nickname, his love for skiing, and his Italian heritage. Nike’s decision to bring back the fox imagery suggests a desire to move beyond the “carrot” era, which has been associated with Sinner’s fans.
Sabalenka, the WTA world No. 1, has also revived her “Tiger” brand. She has incorporated tiger motifs into her jewelry, shoes, and clothing, including a Nike warm-up jacket with a tiger on the back. In an interview, she expressed her desire to collaborate with Nike on a collection.
Nike’s focus on Sinner and Sabalenka aligns with its strategy of tapping into the marketability of the sport’s younger generation. Carlos Alcaraz, the four-time Grand Slam winner, has reportedly renewed his contract with Nike for a substantial sum, which includes the development of a custom logo.
This shift in Nike’s roster reflects the changing landscape of tennis. With Nadal’s retirement and Osaka’s absence, the brand has been lacking in global ambassadors to stand out from its competitors. By investing in Sinner, Sabalenka, and Alcaraz, Nike is positioning itself to maintain its dominance in the tennis market.
