Walk with me through the US Open news cycle

A journey for tennis purists and capitalist monsters alike.

The US Open main draw hasn’t even begun, and I’m looking into cloning myself to keep up. The hoopla surrounding the Slam—from endless events to new partnership launches—makes fashion week (a hell I once had to subject myself to) seem almost breezy by comparison.

The brands are branding hard this week, from the obvious categories (racquet, sportswear, and tennis media brands) to well, everything else (food, hotels, and high fashion, to name a few). The US Open marketing and launch craze isn’t new, but it seems to be rolling in at a higher pitch this year. It’s day three, and I’ve already implemented a sanity nap into my daily schedule just to wade through it all.

I’m working on some cool stuff behind the scenes for you guys, but in the meantime, I thought I’d run through all the newness blasting through this week, on and off-court.