The non-controversy behind Aryna Sabalenka’s Nike kit

The internet outrage misunderstands tennis marketing and the nuances of athlete contracts.

Hello from Paris! I always find that attending tournaments actually makes it infinitely more difficult to cover the sport because I’m no longer glued to my phone 24/7 and (drum roll) engaging in real conversation instead. As great as that is for my mental health, not being an iPhone gremlin means a lot slips through the cracks. But one non-story that became a story cut through my blissful IRL bubble and warranted my attention—let’s get into it.

When Aryna Sabalenka debuted her Nike kit a few weeks ago on Instagram, fans were excited by the prospect of her wearing another custom kit—something that kicked off at the Australian Open this year after she publicly asked the Swoosh to step it up for her. The crimson onesie with black mesh laid over it was inspired by the idea of a “Clay Ballet,” per Nike, and was designed especially for Sabalenka.

But yesterday, w…