Zheng Qinwen’s Olympic gold serves ace for ‘tenniscore’

In a groundbreaking year for Chinese tennis, the sport’s popularity – and its associated fashion trend “tenniscore” – continues to soar in the world's second-largest economy. Zheng Qinwen’s (郑钦文) Olympic triumph on August 3, which saw her become the first Asian tennis player to take home an Olympic gold in singles, is set to skyrocket her commercial value. It also presents golden opportunities for luxury brands in the Chinese market. These recent achievements by Chinese athletes on the international stage have catapulted both the sport and its aesthetic to new heights, cementing “tenniscore” as a lasting trend in China’s luxury and fashion markets. Chinese athletes make history The 2024 tennis season has been nothing short of historic for Chinese players. At Wimbledon, China celebrated a significant milestone. For the first time in the Open era, two Chinese male players, Juncheng Shang and Zhizhen Zhang, advanced to the second round of The Championships, marking a new chapter in Chinese tennis history. But, it was at the Olympics that China truly left its mark on the global tennis scene. Zheng, a rising star in women’s tennis, has captured the nation’s attention. After a grueling three-hour match that saw her reach the semi-finals – equaling the previous best result by a Chinese player set by Li Na – Zheng went on to achieve what no Asian tennis player, male or female, had done before: she won an Olympic gold medal in singles tennis. Zheng’s victory is more than just a personal triumph; it represents a seismic shift in the sport’s landscape. Her success, along with the strong performances of her compatriots, has shattered the long-standing dominance of Western athletes in tennis, garnering significant attention both domestically and internationally. Rise of ‘tenniscore’ The surge in Chinese tennis success comes at a time when “tenniscore” – a fashion trend inspired by the sport’s attire – is experiencing unprecedented popularity. Unlike fleeting internet-driven fashion trends, “tenniscore” has demonstrated staying power, transcending its origins as a TikTok micro-trend to become a mainstream aesthetic. According to data from WeArisma, an influencer analytics platform, the tennis fashion trend has been on an upward trajectory since March this year, reaching its zenith during Wimbledon in July. In May alone, global social media influencers and celebrities posted over 4,500 tennis fashion-related posts, an 18% YoY increase. The trend’s popularity is equally evident on Chinese social media platforms, with the hashtag #Tenniscore amassing over 4.8 million views on Xiaohongshu. Brands serve up tennis-inspired collections Luxury brands have been quick to capitalize on the ‘tenniscore’ trend, particularly in the lucrative Chinese market. Rolex, long associated with tennis through its sponsorship of major tournaments, signed a multi-year deal with Zheng in October 2023, recognizing her potential as a brand ambassador. Other luxury houses have also made significant moves in the tennis space. Louis Vuitton’s announcement of Carlos Alcaraz as a brand ambassador in June 2023 generated a cumulative media value of $1.99 million in related social media content. The trend has even influenced product design, with brands like Loewe releasing tennis ball-inspired high heels that generated $1.11 million in media value from a single post featuring actress Zendaya. Lululemon this week launched its new 2024 Tennis Club collection, inspired by retro tones and court colors, in China. The collection features a primary color scheme of gray eucalyptus, green, and white, and includes items such as sports vests, sweatshirts, dresses, and shorts. China’s tennis boom The rise of “tenniscore” in China is underpinned by a boom in tennis participation. According to the International Tennis Federation’s global report, China accounted for 22.9% of the world’s tennis players in 2021, with an estimated 20 million people playing on 30,000 to 40,000 courts across the country. This surge in popularity can be attributed to several factors: Government investment in tennis infrastructure and development programs; the return of major tennis events post-pandemic, including the Rolex Shanghai Masters and expansion of the ATP Tour to cities like Chengdu and Zhuhai; increased media coverage, such as Shinai Sports’ renewal of exclusive digital broadcast rights for Wimbledon; and a broader fitness trend in China, with outdoor sports participation growing by over 28% in the past two years Commercial implications The confluence of Chinese athletic success and the “tenniscore” trend presents significant opportunities for brands. Zheng’s Olympic triumph is expected to dramatically increase her commercial value, with some experts predicting it could surpass that of other Chinese sports stars like skier Eileen Gu. Zheng, who already boasts 1.5 million followers on Weibo, has partnerships with global brands including Rolex, Nike, McDonald’s, and Alipay. Her recent Olympic success is likely to attract even more lucrative endorsement deals. As “tenniscore” continues to dominate fashion trends and Chinese athletes make their mark on the global stage, the synergy between sports achievement and fashion presents a golden opportunity for luxury brands to connect with Chinese consumers. The trend’s longevity and broad appeal suggest that “tenniscore” is here to stay, promising continued growth in both the sports and fashion sectors in China.

Zheng Qinwen’s Olympic gold serves ace for ‘tenniscore’

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Published August 07, 2024

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Zheng Qinwen’s Olympic gold serves ace for ‘tenniscore’