The Ladies of Tennis: What They Can Teach Us about Identity, Personal Branding, Marketing, and Authenticity
With the U.S. Open wrapping up earlier this month, fans were buzzing about the matches, the event itself, and the players – especially the female players. Over the last decade, tennis has become just as much of a women’s sport as it is a men’s sport. It’s also a sport where personal branding and individualism are highly valued, and the ladies of tennis have consistently shown up proudly, boldly, and unapologetically themselves – and people have noticed.
From stars like Serena and Venus Williams to the next generation of greats like Coco Gauff to the comeback of Naomi Osaka to even the “WAG” (wife and girlfriend) fashion, the ladies of tennis continue to intrigue audiences and generate brand deals, collaborations, and iconic campaigns. Here, we’ll go over what we can learn from them about identity, personal branding, marketing, and authenticity to build strong communities and generate fanbases that extend beyond the industry. Let’s dive in.
Personal Branding is Key
The top female tennis players today aren’t just star athletes – they are public figures with their own personal branding, bold identities, and unique styles that extend beyond the tennis court. While these athletes are often featured across advertisements, brand collaborations, and various social media campaigns, everything ties back together into a cohesive flow that reinforces a strong identity and makes a unifying statement to audiences everywhere.
Stars like Coco Gauff and Naomi Osaka are also known for their on-court fashion and flair, with the latter making bold statements with her sparkly outfits and Labubu dolls. They don’t just make tennis about the sport – they make it about their personalities. Even tennis “WAGs” have turned the sport into an opportunity for brand building and content creation, with influencers like Morgan Riddle and Paige Lorenze garnering attention with their courtside fashion.
From a marketing perspective, this shows us that personal branding is key when building up your own brand and persona in the public eye. Even if the world tries to make you something else, showing up authentically and using your platform to showcase your personality can ultimately result in a stronger fanbase and community.
Authenticity and Personality Matter
Tennis is a physically and mentally taxing sport. There are no teammates to hide behind, no one to lean on during matches, and nowhere to turn if things start looking bad. It’s a sport that shows character, sportsmanship, and tenacity just as much as physical prowess, and the ladies of tennis have shown us that when you show up as yourself, fans will rally behind you. For example, Coco Gauff, ranked third in the world, isn’t afraid to show her frustration, disappointment, joy, or pride. She brings it all out on the court – and fans love her for it.
In today’s world, there’s no need to keep putting on a show. We’re all human, and consumers are drawn to those who show up as relatable, authentic, and emotional. In other words, those that show up as people, not perfect bots (who would want to watch an AI tennis match anyway?). When building out your marketing strategy for your business or even your personal brand, this is your reminder to be real with your audience. Perfection is boring, overrated, and not interesting. It’s the journey, the joys, the sadness, the falls, and the triumphs that make it worth watching.
You Decide When Your Career is Over
After taking time away and becoming a new mom, Naomi Osaka has made a comeback for the ages – and has quickly climbed up the tennis ladder, defeating other greats like Coco Gauff and Karolina Muchova to make her way all the way to the semifinals. Venus Williams also made a comeback this year, bringing in huge support from the tennis community, who gladly celebrated the return of a legend to her old stomping grounds. These tennis queens show us that only YOU can decide when your career is over. Don’t let expectations, age, or societal roles of women deter you from pursuing your dreams while also building a family. Female tennis stars show us that you can have both, and the only limits are the ones you set for yourself.
Conclusion
Another U.S. Open has come to an end, and the ladies of tennis have shown up to teach us a thing or two about personal branding, identity, and authenticity in community building and marketing. Across every industry, there’s room to be yourself and stand out. Take the opportunity to do something differently from everyone else, and watch your fanbase rally around you. Lastly, the only person who can decide your limits is YOU. Don’t let society’s expectations dictate your life. As the female powerhouse tennis stars show us, now is the time to write your own story.
