Nike has dominated this tennis season

The four seasonal SLAMs, which marked the decisive generational change at the top of the ATP tennis circuit, come to a close with Jannik Sinner triumphing in the Arthur Ashe Stadium. In fact, Sinner and Alcaraz have shared the four main tournaments, with the South Tyrolean being unbeatable on the hard courts of the US Open and Australian Open and the Murcian winning the two European Majors, Roland Garros and Wimbledon. Friends, peers and rivals, the two dominators of contemporary tennis have one more thing that binds them together: their technical sponsor. Both of them have taken to the court wearing material with the Swoosh logo from head to toe, once again bringing Nike to the top of the world of tennis.

In today's sports landscape, Nike is the brand capable of standing out as an undisputed giant, and in this sense, a role that has certainly been crucial is its cross-sponsorship of world-famous athletes. This marketing philosophy is rooted in the idea that sport represents a powerful showcase for amplifying the values of the brand and has contributed to shaping an image that the general public associates with excellence, performance, determination and victory. Through these sponsorships, Nike has positioned itself as a companion on the journey to success for many and many athletes who have become true icons.

Even in tennis, the Swoosh's history is long and dotted with triumphs. Just in the years when it was already leaving its indelible mark on the world of basketball, the company founded in 1964 by Bill Bowerman and Phil Knight - initially as Blue Ribbon Sports and only later, in 1971, taking on the name Nike from the Greek goddess of victory - began to expand its horizons by making its way into sports such as tennis, characterized by a very different soul and aesthetic from the representative canons of the American brand. To enter such a traditional market, Nike chose, as always, the weapons of discontinuity and novelty, through models and testimonials that strongly contrasted with the status quo.

In this historical context, for example, the Nike Mac Attack was born. A pair of shoes with a super innovative design, made specifically for John McEnroe who, just like Nike, brought a breath of fresh air, establishing himself as a prototype of a star never before seen in the world of tennis. In the following years, Nike continued to support the greatest champions of the circuit: from Americans Pete Sampras and Andre Agassi, to the more recent and now legendary Roger Federer, Rafael Nadal and Serena Williams. This constant presence in the world of tennis has allowed Nike to consolidate its image as the leading brand in the game.

But Nike's machine never stops and, continuing on the same wave, it has already invested in today's scenario to win over all the most promising young players on the ATP circuit, many of whom already have an impressive track record. This is the case with Holger Rune, Jannik Sinner, who has signed a contract worth $150 million over 10 years, and Carlos Alcaraz, who renewed with the brand in June for similar figures. The choice to sponsor these players testifies to Nike's strategic vision, which aims to create a lasting bond with today's and tomorrow's champions, ensuring a leading role in the future and consolidating its image as an innovative brand capable of identifying and enhancing the most brilliant talents. In recent months, tennis has become the dominant trend in sportswear, both in luxury and activewear, with more and more brands trying to enter it. And Nike has positioned itself very effectively, betting on young talents who have soon become champions, and managing to become the industry leader as it can no longer be in other sports, such as running.