The sun is blazing and the air is scorching. Are you ready for the Australian summer? For all Australian tennis fans, this is one of the best times of the year. It’s the time when the best players from all over the world showcase their skills in amazing outfits. While the credit for the on-court action goes completely to the Australian Open, the credit for the tournament’s outfits goes to Ralph Lauren. 

Australian Open has once again confirmed its deal with the renowned fashion brand at this year’s event, and it has stirred significant excitement among the fans. 

Ralph Lauren is set to be the official outfitter for the 2024 Australian Open

For the fourth consecutive year, Ralph Lauren will feature as the Australian Open’s official outfitter. Ralph Lauren’s collaboration with the AO promises to bring some new changes that will surely make things easier for the players and officials of the game. 

The 112th edition of the Australian Open is going to be the comeback stage of several superstars of the game. And, to compete in the harsh Australian summer, they need extra protection. So, keeping that in mind, Ralph Lauren has come up with new technologies to help all the players, umpires, and ball persons fight the heat. It includes a wide range of materials, that include moisture-wicking properties and UV protection. They are all made from recycled polyester and cotton. What’s more? We’ll find it a bit later.

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Ralph Lauren’s journey with the Australian Open

Ralph Lauren Corporation, was founded by the American fashion designer Ralph Lauren in 1967. The renowned band has shown its enormous commitment to the racket sport over the years. Three out of four Grand Slam events are in the company’s GS tournament portfolio, French Open being the only exception.

Their partnership with the first Grand Slam event of the season was initially formed at the Australian Open 2021. Just like the Grand Slam, the brand has also evolved by coming up with new ideas, bringing new designs, and taking the fans’ involvement with the major event to a different level.

Last year, the Australian Open created a record of more than 902,000 spectators attending the tournament. This is perhaps the reason why it’s called ‘The Happy Slam’. Last year, we saw quite a few new things brought in by Ralph Lauren for the fans. What will it bring up in the Australian Open 2024? Let us have a look at it.

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Ralph Lauren discloses what’s up for the fans of the Australian Open 2024

It’s a new year, and a new season, but the same old brand in the same old event. Having said that, Ralph Lauren x Australian Open has been a major hit so far. Fans have enjoyed their partnership and it can be seen clearly by looking at their faces while leaving the onsite stores. Talking about onsite stores, well fans can now take part in the ‘Create Your Own’ (CYO) program in Melbourne at the Australian Open 2024.

Ralph Lauren has designed a series of new motifs incorporating Polo icons that the fans can purchase and customize accordingly. Talking about customization, well there is an array of options where the buyers can customise their names or their initials and then embroider/print it on their choices.

The contract also includes outfits for up to four thousand staff, including the ball persons and on-court officials as well as site staff. It also includes a collection of a new series of commemorative towels specially designed for the Australian Open 2024. Those products will exclusively be sold on the dedicated website Ralph Lauren for Australia. In November last year, they also launched boutiques across Australia which include multiple products.

For years now, the 163YO Melbourne Cup carnival, an annual Group 1 Thoroughbred horse race event which is held at Flemington Racecourse in Melbourne, has outclassed the racket sport event at Melbourne Park. How? In the clash between the two oldest sporting events in Melbourne, fashion has always been the factor that has put the Melbourne Cup carnival over the AO.

But now the tennis tournament is also looking to outclass other events by including big fashion brands. Can this Australian Open 2024 draw more attendance than the 2023 event? We’ll wait and see, but who’s your pick for this year?

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