Also in this issue: Naomi Osaka’s eye for emerging designers, how some tennis insiders are responding to Juan Carlos Ferrero joining Team Shelton, new ATP merch, and a vlog that’s actually worth your time.
For all the attention paid to tennis fashion, the professional tours have had surprisingly little to sell their own fans.
The ATP began addressing that gap with an online store in January, offering branded merchandise alongside collaborations with partners like the hip, Copenhagen-based label Palmes. Now, the WTA is building out its own retail business, starting with a Hello Kitty collaboration at this weekend’s WTA Finals in Indian Wells, ahead of a dedicated online shop expected to launch in spring 2027.
It’s a welcome development, even if tennis is arriving at a fairly basic part of the sports business considerably later than it should.
The Hello Kitty collaboration includes T-shirts, sweatshirts and a plush toy featuring the character in tennis settings (unfortunately there are no photos available yet). Three brands—Forever Collectibles, Wild Collective and HOMAGE—have been licensed to produce the merchandise, which will be sold at the Finals and on Sanrio’s website. The WTA also has another merchandise collaboration planned for the Finals, to be announced soon, and has brought on a retail partner to help launch its online store.
Taken together, the moves suggest the WTA has realized—better late than never—that merch is a meaningful part of building its brand and its relationship with fans.
Keep reading for the full scoop on WTA’s retail push, a first look at the ATP’s next fashion collaboration, and why some insiders are skeptical of Ferrero joining Team Shelton. Plus, Naomi Osaka’s CFDA moment and a comeback vlog worth watching.
