New Balance and Miu Miu have launched a Wimbledon-timed collection starring world number two Coco Gauff. In a global tennis market of more than 106 million players and a broadcasting footprint that reached close to two billion viewers across the 2024 Grand Slams, the Gen Z “Tennis Core” trend is persisting.
The luxury collab made for Wimbledon
The tennis court has been a quasi-catwalk for decades. From France’s Suzanne Lenglen’s scandalous bare arms and floppy hat at Wimbledon in 1919 (she went on to win the tournament) to Anne White’s all-white lycra catsuit in 1985 (deemed illegal), all the way through to Naomi Osaka’s “brat summer” green and white tulle tutu, tennis and fashion go hand-in-hand.
The latest chapter in the story of luxury brands and tennis collabs is being written by New Balance and Miu Miu, who have launched a new collection and campaign starring women’s world number two Coco Gauff, just in time for the start of Wimbledon.
Unlike the rest of the Open circuit, where players increasingly arrive in elaborate entrance outfits designed as much for social media as for sport (see Osaka again, and her 2026 Australian Open walk-out couture), Wimbledon’s strict all-white clothing rules remove all the theatre and places the focus squarely on cut, construction and fabric for those wishing to make a nod to fashion and performance.
New Balance x Miu Miu: White, precise and built to perform
The New Balance x Miu Miu collection is built exactly for Wimbledon’s challenging environment. Garments are crafted in a technical stretch, combining classic tennis dressing and high-performance functionality, with lingerie-inspired details including scalloped edging, pleated skirts and discreet splits. A new leather version of the 530 SL sneaker and aSilk Tec outerwear piece complete the on-court wardrobe.
The timing of the tennis collaboration is sharp. The global tennis market is valued at$10.35 billion in 2026 and is projected to reach $15.64 billion by 2030, growing at nearly 11 percent annually. Participation has increased 22 percent in recent years, with over 21.64 million people now actively engaging in the sport, as reported by SGI Europe.
What are the rules about tennis players’ clothing at Wimbledon?
● Competitors must be dressed in “suitable tennis attire” that is almost entirely white, including shoes, laces and any accessories;
● White does not include off white or cream;
● The rules permit a single trim of colour around the neckline, sleeve cuffs, or the outside seam of bottoms, but no wider than 10mm.
Tenniscore, Gen Z and the Coco Gauff effect: The commercial case for tennis collabs
For sporting goods brands watching the intersection of performance and luxury lifestyle, the New Balance x Miu Miu partnership is a pointed reminder of where the commercial opportunity lies.
In particular, it highlights the popularity of #tenniscore, or the quiet luxury trend, still being embraced by Gen Z. And the choice of star is relevant too: Gauff is hugely popular with Gen Z and offers the much sought after authenticity factor. Her TikTok account (1.1m followers, 33.2m likes to date) is clearly managed by the tennis pro herself, rather than, for example, the polished team-managed-looking social media presence ofRoger Federer.
The relationship between tennis, fashion, and performance clothing is nothing new, but with the sport growing in popularity and more eyes on the players on and off the court, we can expect more crossovers in years to come.
The collection is available from June 23, 2026 for a limited period in selected Miu Miu stores worldwide and on miumiu.com.
Our Racquet Sports State of Play 2026 contains a detailed analysis of key trends happening in racquet sports today, including the global tennis market, as well as detailed figures on participation around the world. Read it here.
Racquet Sports: from Wimbledon to Beyond
Tennis, padel, and pickleball. We track the business story: brand strategies, participation trends, product launches, sponsorship economics, and the major events that drive the sport: explore our Wimbledon 2026 coverage.
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