"We do very few events, only in an upscale way. The clothes will be refined," remarks David Lauren Lauren manages the marketing as well as in-house advertising in New York. "There'll be some nice surprises—fresh takes on the high-tech performance gear inspired by our RLX line. It'll be Polo, but with a modern, performance-oriented twist."
Chief business officer at the United States Tennis Association, Pierce O'Neil, termed the pact "a powerful statement regarding the vitality" of pro tennis. "[It] creates a natural platform for the integration of design, fashion and sport."
The remark is one way to ensure that objections from “purists” are addressed.
After all, while tennis buffs love to see their favorite players striking wins in court—decked out in stylish threads—overt brand commercialism is not a very good way to win their affection. Tennis, with all the brands, all the sponsors, the clothes, is still about the game, about the players, about the sport. It’s about the sweat, rage, joy in court. That’s the blood and bone of the game. Anything that takes away from that isn’t likely to make the company a winner for a number of tennis enthusiasts.
It’s like what they say: what next? Choices for tennis apparel these days run to tight and stylish sets, to cool and comfortable dresses in bold colors, to separates that allow ease of movement and cover very little. That’s what we have right now.
With Ralph Lauren in the court, are we going to have to look forward to fashion shows in the US OPEN now? Is couture tennis apparel going to be the norm very soon?