The US Open just wrapped up this Sunday, but one thing is sure to stick with fans for a while. Sure, the winners made headlines, but so did the runway-worthy on-court fashion! Remember Andre Agassi’s 1990 Denim & Day-Glo? Serena Williams’s eye-catching 2018 Tutu Dress? Maria Sharapova’s dazzling Swarovski-crystal dress from 2006? And who could forget Roger Federer’s legendary 2007 all-black kit, earning him the nickname “Darth Federer”?

So what ties all these iconic looks together? They were designed by Nike — the brand that hasn’t stopped setting the style bar high, continuing to craft some of the most memorable tennis fashion moments to date.

The personalized style of the 2025 players

Naomi Osaka lit up Louis Armstrong Stadium with a dazzling look featuring red roses woven into her hair and a red jacket and dress studded with crystals. After her first-round win, she revealed, “It was really elaborate, because the crystals are really hard to do on a performance outfit.” Two days later, she switched to a bright purple, crystal-covered day outfit, still rocking her signature crystal-encrusted Labubu doll—a quirky plush now popular among athletes and pop culture icons worldwide.

That’s not all though, the night before Osaka’s grand entrance, 2006 U.S. Open champ Maria Sharapova wowed Arthur Ashe Stadium in an updated, crystal-studded black dress—reminiscent of Audrey Hepburn’s black dress from ‘Breakfast at Tiffany’s’—at her Hall of Fame induction. Not only that, the dress was also a reinvention of the same Nike dress she wore when winning her title 19 years ago. Honored with a Tennis Hall of Fame ring, Sharapova shone not just in her achievements but also her style. This year’s tournament wasn’t just about players; shoes turned heads and added extra flair on the court

Top players put their best foot forward at the US Open

Ahead of the 2025 U.S. Open men’s final, Nike dropped a slick “Opposites Attack” campaign spotlighting Carlos Alcaraz and Jannik Sinner going head to head. After a four-set thriller between the two in the final, Alcaraz snagged his sixth major title and the world No. 1 ranking, with Nike declaring him “cut different.” On court, he rocked the Nike Zoom Vapor 12—a retooled version of the 2020 Vapor Pro 1 that’s become his signature. Sadly, this custom pair isn’t for sale, but the regular Vapor 12 runs $180 from Nike and select shops.

Sinner stayed loyal to his favorite, the Nike Zoom GP Challenge 1, which sports a cheeky “exclusively for Jannik Sinner” label on the tongue—fans loved that personal touch. Over on the WTA side, Aryna Sabalenka turned heads in custom Nike Vapor 12s, flashing tiger stripes and sparkling silver stars nodding to her “The Tiger” nickname. Her finals’ starry shoes matched her flashy New York-inspired walkout, Nike told The Second Serve. Official Vapor 12s start at $126.97, topping out at the usual $180 retail.

These shoes keep evolving—lighter, tougher, and faster on court. Whether it’s Alcaraz’s refined Vapor 12 or Sinner’s stability-driven GP Challenge, Nike blends performance with style so players can own the game and the look.

A look into Nike’s rep at the US Open

Nike has owned the U.S. Open fashion scene for decades. Back in the ’90s, Andre Agassi broke all the rules in acid-wash denim shorts and neon pink spandex, flipping tennis style on its head. Then, Roger Federer elevated the game with his sleek, all-black “Darth Federer” look in 2007, sending chills under the Ashe Stadium lights. Serena Williams added sparkle from 2004’s Swarovski-studded Nike dress to her 2018 tutu designed with Virgil Abloh, mixing high fashion with fierce competition and turning the Open into a global style stage.

Nike’s grip remains strong—they sponsored 48 players at the 2022 U.S. Open, more than any other brand. But cracks are showing. Federer’s $300 million switch to Uniqlo in 2018 was a warning sign. Now, stars like Taylor Fritz and Frances Tiafoe follow, chasing fresh deals with brands promising more cash and spotlight. Fashion writer Daniel-Yaw Miller points out Nike’s shifting focus on marquee names like Jannik Sinner, Carlos Alcaraz, and Aryna Sabalenka, while others hunt for more tailored deals.

Yet Nike still dominates culture at the Open. Naomi Osaka’s extravagant custom Nike looks, from her goth-lolita style in 2024 to the dazzling red crystal-studded outfit in 2025, grab headlines and flood social feeds. This keeps Nike in the spotlight as rivals gain traction. Meanwhile, fans criticize Nike’s mass-produced kits, calling them dull compared to the stars’ bespoke ensembles.

Tennis fashion is booming, riding a wave from Zendaya’s hit film ‘Challengers’, exhibition matches like Coco Gauff versus soccer star Alex Morgan (also Nike-clad), and a 70% surge in U.S. Open ticket sales over five years.

Now, Nike’s challenge is bigger than outfitting champions—it’s about proving it still sets the style and cultural pace where sport, commerce, and cool collide. Although that shouldn’t be an issue, seeing how they glammed up Flushing Meadows this year!