Tennis has produced a plethora of legends across its history, with the term GOAT, or greatest of all time, often being most applicable to this sport. While the phrase gained traction in popular culture during the 1990s, the players who would eventually embody this title were already making their mark long before.
As tennis evolved into a beloved national pastime, it developed its own unique fashion language. Publications like Women’s Wear Daily (WWD) played a crucial role in keeping fans updated on the players, matches, and the vibrant culture surrounding the sport. From prestigious tournaments such as Wimbledon and the U.S. Open to the World Championship Tennis circuit, WWD chronicled the dynamic intersection of athletes and their audiences, which fueled a generational obsession with tennis.
Between the 1960s and the early 1980s, tennis saw a surge in popularity, and a host of iconic names graced the center court. These players not only changed the way the game was played but also how it was perceived globally. WWD’s archives feature some of the earliest coverage of tennis greats such as Arthur Ashe, Billie Jean King, Evonne Goolagong Cawley, Stan Smith, Björn Borg, John McEnroe, Jimmy Connors, Ivan Lendl, Guillermo Vilas, Martina Navratilova, and Chris Evert Lloyd as they honed their skills and established their legacies.
These athletes were instrumental in forging some of the sport's earliest successful brand partnerships, paving the way for the intersection of sports and fashion. Long before the term “swag” entered the fashion lexicon, players collaborated with prominent brands like Head, Adidas, Nike, Fila, Ellesse, and even Coca-Cola. Their names and signatures adorned everything from rackets and sneakers to wristbands and warm-up gear, transforming tennis into one of the most stylish sports and extending its influence beyond the court.
As the U.S. Open approaches, WWD and the Fairchild Archives have curated exclusive early image outtakes of these legendary players who not only brought skill and athleticism to the game but also defined center court style. These images capture the essence of the players who gave tennis its distinctive swagger and helped shape its fashionable identity.
For a closer look at the tennis icons of the 1970s and 1980s who changed the game and influenced on-court fashion, check out the gallery of photographs showcasing their contributions to the sport.
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