How Tennis Legends Shaped Center Court Style

Long before “GOAT” became a household term for greatness, the players who would earn that title were already reshaping tennis both on and off the court. Drawing from its archives, WWD looks back at the athletes whose game and style turned tennis into a cultural phenomenon between the 1960s and early 1980s.

From Wimbledon to the U.S. Open

As tennis grew into a national obsession, WWD tracked the sport’s rise across major tournaments, including Wimbledon, the U.S. Open, the World Championship Tennis circuit and the Bonne Bell Cup. The publication captured early images of stars such as Arthur Ashe, Billie Jean King, Chris Evert Lloyd, Björn Borg, John McEnroe, Jimmy Connors and Martina Navratilova as they built their legacies. These athletes didn’t just win titles — they changed how the sport was watched and worn, drawing fans who came for the competition and stayed for the style.

Brand Deals That Set the Standard

These same tennis figures also helped pioneer some of sports’ earliest lasting brand partnerships, well before the concept of athlete “swag” existed. Companies including Head, Adidas, Nike, Fila, Ellesse and even Coca-Cola signed players to bring their names to rackets, sneakers, wristbands and warm-up gear. This head-to-toe branding elevated tennis into one of the most fashion-forward sports of its era, extending its cultural reach far beyond the court.

As the U.S. Open draws fans once again, WWD’s exclusive archival outtakes offer a nostalgic look at the players who gave the game its signature swagger — and proved that on center court, talent and style have always gone hand in hand.