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How sports became the new playground of luxury
The convergence of sport and luxury is only set to deepen. Expect to see luxury brands designing entire sports venues, think tennis clubs by Dior or golf resorts by Ralph Lauren
In the world of high luxury, the traditional playground of couture runways and gala dinners is steadily giving way to a new arena — the sporting world. Today, tennis courts, Formula 1 paddocks, Padel clubs, golf greens, superyacht marinas, and alpine slopes are as much a stage for luxury brands as Paris Fashion Week. In fact, these sporting arenas offer something the front row never could: adrenaline, authenticity, and an audience that is younger, global, and unapologetically aspirational.
Nowhere is this more evident than in the rarified world of tennis. Once the domain of country clubs and polite applause, tennis has become a runway in motion. Step beyond the baseline at Wimbledon or Roland Garros and you’re in a world of luxury lounges curated by the likes of Moët & Chandon and Louis Vuitton. The players themselves are evolving into style icons; rising stars like Jannik Sinner are the new face of Gucci, bridging the gap between court performance and street style. No conversation around tennis and luxury is complete without mentioning Rolex — the timekeeper of Wimbledon since 1978, whose elegant presence graces the iconic grass courts each summer.
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Though not new, the partnership embodies timeless prestige, reinforcing the sport’s relationship with heritage luxury. More recently, Emirates airline made a stylish entry into the world of Wimbledon. In 2023, the airline became an official partner, offering first-class guest exclusive Emirates x Wimbledon towels and a specially curated in-flight menu inspired by the tournament — complete with strawberries and cream at 40,000 feet. The crossover continues with capsule collections such as Stella McCartney’s performance-driven lines for adidas and the retro-chic Lacoste x Roland Garros drops — proof that tennis is no longer just a sport, but a lifestyle category.
Formula 1, or F1, is perhaps the ultimate example of sport as spectacle and luxury platform. Once reserved for motorheads, the event today is a magnet for celebrities, luxury brands, and the ultra-wealthy. A paddock pass at Monaco or Abu Dhabi is more coveted than a front-row seat at couture week. The partnerships run deep — IWC Schaffhausen and TAG Heuer have been F1’s timekeepers of choice, while Richard Mille’s bespoke designs are worn by drivers both on and off the track. Streetwear brands such as Palm Angels and Off-White are creating edgy F1 collaborations, transforming racing into a canvas for contemporary fashion. On race weekends, the luxury ecosystem around F1 is dizzying — from superyacht soirées in Monaco to curated experiences by brands like Hublot and Bulgari in Singapore and Miami. In a way, F1 has become the new Met Gala on wheels — faster, louder, and infinitely more Instagrammable.
Padel, once a niche sport, has quickly become a status symbol in European and Middle Eastern circles. In Dubai, Madrid, and Milan, members-only Padel clubs have emerged as hubs where Hermès Birkins rest courtside while players volley in Moncler sneakers. The luxury crossover is booming — Prada has designed sleek Padel rackets and courtside fashion, while Dior offers customised gear for the sport. Beyond equipment, Padel’s appeal lies in its sociability, it’s a sport where after-match champagne is de rigueur, and exclusive club memberships offer a curated blend of fitness, fashion, and high living.
Golf, a long-time ally of luxury, is seeing a dramatic aesthetic shift as well. Today’s affluent golfers are swapping staid polos for Loro Piana knits and Ralph Lauren Purple Label golfwear. The game’s old codes are being rewritten by brands like Malbon, whose streetwear-inspired collections have a cult following among younger players. Meanwhile, Louis Vuitton recently unveiled a limited-edition golf trunk — complete with monogrammed clubs, ball markers, and even a champagne compartment. The luxury now extends far beyond the fairways, from curated whisky tastings at the clubhouse to partnerships with brands like Cartier and Dom Pérignon, golf is being reimagined for the modern connoisseur.
Sailing, perhaps the most elegant of all sporting pursuits, remains the epitome of craftsmanship and status. The America’s Cup isn’t just a regatta — it’s a showcase of high horology, yachting engineering, and bespoke fashion. Panerai, Prada, and Ulysse Nardin are deeply entrenched in the sailing world, designing limited-edition timepieces inspired by nautical codes. Events like the Monaco Yacht Show have become luxury fairs in their own right — where superyacht builders unveil multi-million-dollar vessels alongside curated exhibitions of jewellery, watches, and couture. Today’s regattas are as much about what you wear and where you dock as they are about who crosses the finish line first.
Another fascinating expression of craftsmanship comes courtesy of Louis Vuitton (LV) — the French maison has elevated the art of the trophy trunk, turning moments of athletic triumph into grand displays of heritage and savoir faire. For the FIFA World Cup, LV has, since 2010, crafted a bespoke monogrammed trunk that houses the iconic golden trophy — a case that is paraded across the pitch before the final match and seen by billions worldwide. For F1, LV created a striking custom trunk to transport the championship trophy for the Monaco Grand Prix — one of the most prestigious races in the sport. In tennis, LV designs the official trunk for the Roland Garros trophies, with interiors lined in the tournament’s signature clay red. These trunks do more than protect precious silverware; they create a spectacle around the moment of victory, making luxury craftsmanship a visible part of sporting history. The maison has also explored trophy trunks for sailing, esports, and even rugby, proving that no sport is beyond the reach of luxury storytelling.
Meanwhile, the ski slopes have transformed into a plush playground. In Gstaad, Courchevel, and St. Moritz, après-ski fashion is now as important as carving turns on the piste. Dior’s ski capsules and Chanel’s iconic après-ski collections marry performance with glamour, while Moncler’s Genius series redefines winter wear. Zai’s carbon-fibre skis and Hermès’ leather ski bags are status symbols in their own right. On the slopes, branded champagne lounges by Veuve Clicquot and Laurent-Perrier offer high-altitude indulgence. Michelin-starred dining at ski resorts further blurs the lines between sport and luxury lifestyle, creating an ecosystem where experiences matter as much as technical skill.
What connects these diverse sporting worlds is a fundamental shift in luxury consumer behaviour. Today’s affluent buyers aren’t satisfied with passive luxury, they crave experiences that combine aspiration with action. Owning a limited-edition Richard Mille worn by an F1 driver, playing Padel at a members-only club, or skiing in a Dior down jacket becomes a badge of belonging in a rarefied lifestyle tribe. It’s a form of experiential branding that no static ad campaign can match.
Social media is an accelerant in this evolution. On platforms like Instagram and TikTok, sports-driven luxury moments go viral — Lewis Hamilton attending fashion week in Valentino, Naomi Osaka in Louis Vuitton at the US Open, or Saudi Padel League matches packed with influencers draped in the latest European fashion. These visuals feed the aspirational loop and redefine the codes of modern luxury, making them more dynamic, sporty, and culturally relevant.
Looking ahead, this convergence of sport and luxury is only set to deepen. Expect to see luxury brands designing entire sports venues, think tennis clubs by Dior or golf resorts by Ralph Lauren. Private sporting events curated by fashion houses, ultra-luxury sports academies, and immersive brand partnerships built around major sporting calendars are already in the pipeline. For luxury, this is not a passing trend: it’s a new era of cultural engagement.
Because in today’s high luxury world, the ultimate status symbol isn’t just what you wear or drive — it’s how you play.
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