Style Guide: The other game at Roland Garros is personal branding

PARIS, France — Finals weekend at Roland Garros is officially here. While the players on court will be competing for the biggest prize money ever awarded in Paris, they won’t be the only ones cashing in.

Competing as individuals or pairs on one of the sport’s grandest stages, tennis players—and the brands that sponsor them—enjoy a rare level of visibility. Unlike team sports, there’s no uniform to blend into, which means much more screen time and direct brand exposure.

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As a result, top tennis stars consistently land on lists of the world’s highest-paid and most marketable athletes.

But the spotlight isn’t just for the elites. Just ask World No. 361 Lois Boisson, whose Cinderella run to the Roland Garros semifinals captivated the French public—and advertisers.

Boisson started the tournament as an under-the-radar wild card. By the end, she was covered in sponsor patches from investment firms XTB and Blue Owl, with World of Hyatt also jumping on board—as she too cashed in on the increased attention, even before her €690,000 prize money check clears.

More established players use the Grand Slam stage to stand out even further, giving their sponsors plenty of extra mileage.

From personal logos to custom accessories like shoes, bags, and warm-up gear, here’s a roundup of some of the best personalized touches we’ve seen at Roland Garros this year.

Personal Logos

Roger Federer changed the game when he launched his iconic “RF” logo in 2008. Even after retirement, the logo still appears everywhere—from caps to tees to gear bags.

The rest of the Big 3 followed. Rafael Nadal rolled out his ‘Raging Bull’ emblem in 2013, a year after Novak Djokovic introduced his sleek “ND” logo.

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Today, it’s standard for top players to sport personal insignias. Daniil Medvedev wears a video game-inspired mark, Aryna Sabalenka references her tiger tattoo, and Jannik Sinner uses a carefully designed ‘fox’ logo.

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Players like Taylor Townsend and Andrey Rublev, who both found themselves without a clothing sponsor at different points in their careers, have built self-branded apparel lines—further proving that a strong personal identity can be just as powerful as a global brand.

Shoes

Tennis players may rotate apparel sponsors throughout their careers, but shoes are a different story.

Take Djokovic: after leaving Adidas in 2009, he continued wearing their shoes for years despite switching clothing sponsors. Now sponsored by Lacoste, he competes in his signature Asics Court FF 3 Novak shoes, launched after signing with Asics in 2018.

Top players’ shoes often feature personalized details—initials, custom colors, or symbols referencing past tournament wins.

Some even have a hand in helping to develop the shoes they compete in.

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Coco Gauff unveiled the second edition of her signature shoe with New Balance, the Coco CG2, last year.

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Meanwhile, Naomi Osaka (Nike) and Andrey Rublev (K-Swiss) both stepped out in custom-designed shoes that incorporate their expert feedback and personal preferences.

Bags

When players walk onto court, they’re loaded up: warm-up layers, massive headphones, and bags packed with racquets and essentials. But these bags are more than functional—they’re statements.

Djokovic’s bag highlights every one of his major on-court achievement, including 24 Grand Slam titles and Olympic gold medal. Sabalenka carries stuffed animals collected over the years. Sinner brings a touch of luxury with a Gucci x Head collab.

Practice Gear

Even off-match outfits are getting the personal treatment.

Earlier this week, Sabalenka and Mirra Andreeva practiced in matching tees featuring an image of Sabalenka mid-celebration—a Nike-produced shirt and the first piece of her own merch line.

From on-court logos to signature accessories, it’s clear: at Roland Garros, personal style is just as important as winning style.