Profound Impact of Black Athletes
USTA SOUTHERN CALIFORNIA
USTA SOUTHERN CALIFORNIA
Throughout tennis and the world of sports in general, fashion has evolved beyond its roots into a powerful form of self-expression, where athletes build and project their personal brands. In the past few decades, athletes have emerged not only as icons in their respective sports, but also as trendsetters in the fashion world. With the influence of social media, the visibility of sports figures has soared, enabling athletes to craft distinctive personas that resonate far beyond the playing field. This blending of sports and fashion is not a new phenomenon, however. It traces its roots back to some of the most iconic African American athletes in history, many of whom used their sense of style to express their cultural identity, challenge societal norms, and redefine the role of athletes in the global cultural landscape.
SERENA WILLIAMS
Serena Williams is often the first name that comes to mind when you think of fashion in tennis. Her impact on fashion transcends tennis, cementing her status as a global icon and an inspiration to millions of women. The Southern California native, known for her powerful serves and groundbreaking athleticism, has redefined what it means to be both an athlete and a style maven. Her fashion journey is a testament to breaking boundaries and redefining norms, not just in sports, but also in the world of fashion.
From the moment Serena stepped on the court, she made it clear she wasn’t afraid to stand out. A former Puma athlete, her iconic 2004 partnership with Nike cemented her status as a trendsetter. She famously wore high-top black boots during a match, a bold move that became a signature of her daring style. Her collaboration with Nike also led to custom shoes with 400 diamonds and gold-laced details, reflecting her unmatched presence on and off the court. And who could forget her outfit that transformed from a skirt to a dress, seamlessly blending practicality with high fashion? Many of her pieces now reside in the lobby of Nike’s Serena Williams Building, a testament to her lasting impact.
Her commitment to body positivity and breaking barriers extended into every piece she wore. Serena’s wardrobe choices sent a clear message to the world: confidence comes from embracing one’s body, regardless of size or shape. This approach has been a source of empowerment for countless women worldwide, encouraging them to dress for themselves rather than for societal expectations. It has made so many women feel comfortable in their own skin. Serena’s influence can be seen in how athletes and fashionistas alike have embraced this philosophy, making her a trailblazer not only in tennis but in promoting self-love and inclusivity through fashion.
Serena’s fashion evolution spans far beyond tennis attire. Beyond the court, Serena’s fashion evolution is nothing short of remarkable. She’s graced red carpets and fashion runways, where she seamlessly blended sportswear with high fashion. From structured blazers to elegant trench coats to shoulder straps, Serena demonstrated that style knows no boundaries. Serena has always been daring, not afraid to push the limits. Her fashion choices are not confined to any one category—they represent a unique fusion of athleticism, strength, and beauty, proving that she can dominate both the court and the fashion world with equal finesse.
One of her earliest standout fashion moments came in 1999 when she won her first Grand Slam title. Sporting braids and a neon outfit, Serena’s style was an extension of her energy and spirit, and it marked the beginning of a career where her on-court performance would forever be intertwined with her fashion-forward approach.
Perhaps one of her most talked-about, groundbreaking moments in fashion came during the 2018 French Open when she wore a revolutionary Nike catsuit designed to help prevent blood clots. While the outfit was lauded by many, it sparked controversy after the president of the French Tennis Federation criticized it. Serena, however, stood her ground, defending her choice and continuing to push the boundaries of sports fashion. This bold moment was a perfect representation of her resilience and determination, both as an athlete and as a woman defying the status quo.
That same year, Serena worked with the legendary Virgil Abloh of Off-White to design a tutu for the US Open, a piece that instantly became a fashion statement. The tutu, a perfect blend of sport and high fashion, was both whimsical and powerful, just like Serena herself. It was a symbol of her ability to challenge norms while maintaining a sense of elegance and sophistication.
Serena’s fashion ingenuity didn’t stop there. Her 2004 US Open denim skirt, a nod to tennis legend Andre Agassi’s iconic jean shorts, was a playful yet modern interpretation of a classic look, further proving that Serena had an eye for combining tradition with innovation.
Fast forward to her breathtaking performance at the 2025 Super Bowl LIX during Kendrick Lamar’s halftime show, Serena once again proved her versatility as a fashion icon. Wearing items from Nike’s 24.7 collection, she embodied the perfect balance of athlete and trendsetter. The collection, which is designed to support an athlete’s complete lifestyle with an elevated and polished look, showcased Serena’s ability to represent not just sports fashion but a broader vision of an active and stylish life.
Through her fearless choices, Serena Williams has shown that fashion is more than just clothing—it’s about expression, empowerment, and breaking barriers. Whether on the court, the runway, or the streets, her legacy as both a tennis champion and fashion icon continues to inspire generations.
MICHAEL JORDAN
Michael Jordan, arguably the most iconic athlete in footwear, especially among Black athletes, carved out a legacy with his style, one that has earned him more capital than his legendary playing career ever did.
The name “Michael Jordan” is now synonymous with footwear, most notably the Air Jordan brand. His impact stretches far beyond the basketball court, as his collaboration with Nike revolutionized both sports footwear and streetwear culture. Jordan’s prominence in fashion and sports has earned him global recognition, and his business success continues to soar. While his career earnings from playing were a notable $94 million, by 2022, he revealed that he now earns $330 million annually from royalties tied to the Jordan brand, highlighting the far-reaching extent of his influence.
Known primarily as a running shoe company at the time, Nike sought to revitalize its struggling basketball division in 1984. Co-founder Phil Knight and basketball marketing guru Sonny Vaccaro turned to Michael Jordan, the No. 3 overall pick of that year’s NBA draft. Jordan, still unsigned with any shoe or apparel brand, seemed the perfect fit. Nike invested their entire $250,000 basketball budget into Jordan, a move that would ultimately lead to a five-year endorsement deal worth $2.5 million.
This partnership culminated in the 1984 launch of the “Air Jordan” shoe line, with the Air Jordan 1 hitting the market on April 1, 1985. The shoes, which featured the iconic Chicago Bulls colorway, instantly revolutionized the sneaker industry. The Jumpman logo featured on the shoes, derived from a photograph taken before Jordan’s time with Team USA at the 1984 Summer Olympics, would come to symbolize not just the shoes, but the culture and lifestyle that Jordan embodied.
Throughout the 1990s, Jordan wasn’t just a basketball legend, but he became a full-fledged fashion icon. Beyond his footwear, his impeccable style choices were widely recognized, from his Olympic gear to his eye-catching jackets, hats, and sunglasses. Off the court, Jordan’s love for golf became another place where he could showcase his personal style, sporting bold colors, patterned polos, and luxurious footwear.
In 1997, Jordan further solidified his mark on the fashion and footwear industries by launching the “Jordan Brand” under Nike’s umbrella. His success reached new heights, and in 2014, a full 11 years after his NBA retirement, he reached billionaire status. Jordan’s legacy paved the way for countless other athletes to leverage sponsorships and brand partnerships, demonstrating how sports can be a gateway to immense financial opportunities beyond the field.
LEWIS HAMILTON
Widely regarded as the best-dressed racecar driver of all time, Sir Lewis Hamilton is known for his innovative style that blends high-end fashion with streetwear. His outfits often feature vibrant colors, combining classic luxury pieces with modern twists. In his career, he has earned coveted spots at various high-profile events like New York Fashion Week, the British Fashion Awards, and the Met Gala, where he was even named one of the best-dressed in 2024. Hamilton’s wardrobe includes luxury names such as Dior, Prada, Tiffany & Co., Off-White, and Zegna, consistently setting new standards in the fashion world. Each appearance leaves people eagerly anticipating his next move, wondering how he’ll top his latest creation.
As a seven-time Formula 1 world champion, Hamilton’s cultural impact extends far beyond the race track, influencing both sports and fashion in profound ways. His ability to transcend the sport has made him a cultural icon, with his athletic accomplishments coupled with an extraordinary impact on both fashion and activism. Hamilton doesn’t just wear clothes—he uses them as a platform for self-expression, breaking traditional boundaries of masculinity, race, and identity in fashion. His collaborations with top designers and brands have positioned him as a style trailblazer, ensuring his fashion choices are just as highly anticipated as his races. In 2020, he launched a vegan leather line with renowned brand Tommy Hilfiger as part of the TommyXLewis collection, which reflected his commitment to both animal welfare and sustainability in fashion. He has also used his influence to encourage others in the industry to adopt more eco-friendly practices. This helped cement his role as an entrepreneur shaping global fashion trends.
Beyond his fashion achievements, Hamilton has become a vocal advocate for diversity, inclusivity, and sustainability within the industry. His commitment to championing Black designers, who remain underrepresented in fashion, has reshaped the industry’s landscape.
In the wake of George Floyd’s death in 2020, Hamilton used his platform to raise awareness about racial injustice and inequality. At various Grand Prix events, he wore BLM-themed clothing, such as t-shirts that prominently featured the BLM logo and messages like “Black Lives Matter” and “I Can’t Breathe.” He also launched the Hamilton Commission, which aims to improve diversity in motorsport, specifically focusing on the recruitment of Black people and people from underrepresented backgrounds.
Hamilton has also shown his support for the LGBTQ+ community, often wearing rainbow colors and showing up at LGBTQ+ events in solidarity. In 2020, he wore a rainbow-themed helmet during the Hungarian Grand Prix to show his support for the LGBTQ+ community during Pride Month, and he’s used his platform to encourage others to embrace inclusivity and acceptance.
In 2021, he invited designers Kenneth Nicholson, Jason Rembert, and Edvin Thompson to the Met Gala, sending a powerful message to the fashion world to invest in young Black creatives. His advocacy for diversity and systemic change in the fashion industry continues to inspire, making him a key voice in shaping a more inclusive future.
Hamilton’s personal style has consistently pushed boundaries, often challenging traditional expectations of masculinity in fashion. His embrace of bold colors, fluid silhouettes, and non-traditional menswear has been a form of self-expression and a message to both the fashion industry and the public that there is no single way for men to dress. By proudly wearing items that are seen as unconventional or outside of stereotypical gender norms, Hamilton encourages individuals to express themselves freely, regardless of societal pressures.
Recently announced as Lululemon’s newest ambassador, Hamilton’s role with the brand blends his athletic persona with his passion for performance, style, and purpose.
Lewis was recently named a co-chair for the 2025 Met Gala, which will feature an all-Black roster of co-chairs and spotlight Black style. The theme, “Superfine: Tailoring Black Style,” celebrates Black menswear and the legacy of Black dandyism. This historic moment marks the first all-Black male cohort of co-chairs, including fashion visionaries Pharrell Williams, Colman Domingo, A$AP Rocky, and Hamilton. His role underscores his growing influence in fashion and culture.
Sir Lewis Hamilton’s impact goes beyond the racetrack—he is a trailblazer in fashion and activism. His dedication to representation, bold style, and ability to inspire change make him one of the most influential figures of his generation. Whether on the track or at the Met Gala, his legacy continues to shape both sports and fashion.
SLOANE STEPHENS
Sloane Stephens is widely recognized not only for her athleticism and talent, but also for her impeccable sense of style, both on and off the tennis court. Known for her eye-catching outfits, she’s transformed the way athletes approach fashion in her sport, often incorporating vibrant, standout colors into her attire and elevating the classic tennis skirt with modern elegance.
Off the court, Sloane’s fashion choices remain equally stylish. She’s often seen rocking sharp blazers and refined looks, showcasing her versatility beyond athletic wear. She first gained attention in 2013 when she made headlines by defeating Serena Williams in the quarterfinals of the Australian Open, marking a major milestone in her career. She began her professional journey with Under Armour, before signing a five-year contract with Nike in 2018.
In 2023, Sloane departed from Nike and became an ambassador for FP Movement, a brand known for its stylish and comfortable activewear.
In late 2024, she founded her own self-care brand, Doc and Glo, named after her grandparents. The brand focuses on clean, high-performance body care products designed for people on the go, including athletes and anyone seeking to maintain freshness in their busy lives. The line features a range of products such as body scrubs, lotions, deodorants, and deodorizing mists. Each item is custom-formulated to address the needs of athletes in motion, but also suitable for anyone, from mothers taking their kids to school to individuals heading to a workout class. Recently, Stephens collaborated with Kitty and Vibe, a company specializing in fashionable and comfortable swimwear and sleepwear, further diversifying her entrepreneurial pursuits.
NAOMI OSAKA
A Nike athlete since 2019, Naomi Osaka has incorporated her Japanese heritage and fashion aesthetic into her designs, creating outfits that reflect her cultural identity. She often wears custom Nike shoes, including the Nike Women’s Osaka GP Challenge 1 PRM Tennis Shoes, which she debuted at the 2025 Australian Open.
Osaka established herself as a rising star in tennis when she won the US Open in 2018, defeating Serena Williams. She continued her dominance by winning the Australian Open in 2019 and becoming the world’s No. 1 ranked female player. In 2020, Osaka secured her second US Open title, and in February 2021, added a third Australian Open title to her resume.
Osaka has expressed excitement about sharing her designs and connecting with others through her unique outfits. Her 2024 US Open return look, featuring white and “tennis ball” green colors, along with bows and a tennis skirt, was inspired by Tokyo’s Harajuku district, turning heads with its bold fashion statement.
Known for her vibrancy and incorporation of heritage and those close to her, Osaka has worn sunflower hair clips during matches and often dons Kobe Bryant jerseys post match and during press conferences, honoring his memory while playing. Following his passing, she has made it a personal ritual to wear these jerseys to keep his spirit alive as they were close friends.
Osaka’s fashion sensibility blends athletic gear with streetwear, and she has collaborated with major brands like Nike and Louis Vuitton, creating striking pieces that challenge traditional tennis fashion.
DEION SANDERS
Deion Sanders, known as “Primetime” during his playing days and now “Coach Prime,” continues to influence the sports and fashion world, particularly through his sons, one of whom is a potential first overall pick in this year’s NFL draft.
Sanders made a major fashion statement in 1989 when he entered the NFL draft in a suit that shook both the sports and fashion scenes. His look later inspired a pair of iconic Nike sneakers. His signature bandanas on the field became just as iconic as his flashy personality, while his stylish suits as both a player and now a coach have solidified him as a fashion icon.
Known for his love of sunglasses and hats, Sanders has transitioned to rocking a cowboy hat in his coaching role, further enhancing his distinctive style. In October 2020, as he made his coaching transition, he filed for the “COACH PRIME” trademark under his company, Prime Time Enterprises Inc., leveraging his personal brand to rebuild the Colorado University Boulder football team. His presence has led to sold-out games and turned the team into must-watch television.
Deion’s flashy personality is reflected in his outfits, often featuring bold colors, patterns, and shapes, along with baggy clothing that adds to his larger-than-life persona. His influence extends beyond the field, with features on the cover of GQ, further solidifying his status as a fashion and sports legend.
FRANCES TIAFOE
Frances Tiafoe has become just as well-known for his pre-match apparel as for his skills on the court. He often rocks jerseys from some of the biggest names in professional sports, making him one of the most passionate basketball fans in tennis. Among the athletes whose jerseys he wears are Damian Lillard (Milwaukee Bucks), Joel Embiid (Philadelphia 76ers), Sabrina Ionescu (New York Liberty), Immanuel Quickley (New York Knicks), and Bradley Beal (formerly of the Washington Wizards). He also has donned the jersey of Joakim Noah (Chicago Bulls), whose father, tennis legend Yannick Noah, adds an extra layer of connection to the sport.
By sporting these jerseys, Tiafoe has helped bridge the gap between the NBA and tennis, with several of the featured athletes attending his matches to show support. Off the court, Tiafoe’s fashion choices reflect his bold, youthful energy. He’s often seen in oversized bomber jackets, baggy pants, rare sneakers, and chunky jewelry, embracing the streetwear culture that has influenced his style.
Known for wearing vibrant, unorthodox colors like pink and magenta during matches, Tiafoe has made a name for himself as a trendsetter in tennis fashion. He’s drawn inspiration from NBA stars such as Jerami Grant, Kyle Kuzma, and Shai Gilgeous-Alexander, all of whom are known for their distinctive style journeys.
Currently endorsed by Lululemon following his stints with Nike and Adidas, Tiafoe’s fashion influence extends beyond his athletic performance. In 2018, Nike released a special edition “Big Foe” sneaker in his honor, further cementing his status as a leader in sports fashion.
A’JA WILSON
A’ja Wilson has become a fashion icon known for her bold outfits that seamlessly combine comfort with style. She serves as a role model for young athletes looking to express themselves through their styles. Wilson is especially recognized for her striking red-carpet looks and off-court appearances, which highlight her unique personality and confidence.
Her signature style includes Louis Vuitton purses, 2000s-inspired outfits, and jersey dresses, along with embracing streetwear trends like matching sets and cargo pants. Wilson is known for using pre-game outfits to elevate her signature pieces, such as statement t-shirts, sports jerseys, and coordinated sets.
After her nationwide book tour for Dear Black Girls in 2024, Wilson continued to refine her look, opting for a sharper and more polished style in the tunnel, moving away from streetwear and embracing more sophisticated fashion.
In January 2025, she attended her first Paris Fashion Week, marking another milestone in her fashion journey. This month, she also launched her own signature shoe, the “A’One,” and has a full Signature Collection set to drop in May of this year, solidifying her growing influence in both sports and fashion.
SHAI GILGEOUS-ALEXANDER
Shai Gilgeous-Alexander, a rookie for the Los Angeles Clippers in 2018, truly found his style after being traded to the Oklahoma City Thunder in 2019. His fashion journey has since evolved into one of the most talked-about in the NBA.
A rising star in both the NBA and the world of fashion, Shai was invited to the prestigious Met Gala, a major milestone in any celebrity’s career. He’s become notorious for his “tunnel” fits and travel looks, always showcasing a personal style that he curates entirely on his own, without a stylist.
In 2022, his off-court fashion earned him the title of GQ’s Most Stylish Man of the Year, beating out A$AP Rocky, Timothée Chalamet, and Seth Rogen. He continued to dominate fashion recognition in 2023, winning GQ’s Most Stylish NBA Player award for a second year in a row.
Much like his on-court performance, where his game is described as “silky,” his clothing embodies that same smooth, sleek aesthetic. Shai is known for mixing luxury, streetwear, and baggy clothing with bold color combinations and unique shapes. His style often includes tailored coats, luxury shoes, flashy jewelry, and signature eyewear, all while maintaining an effortlessly cool vibe.
Shai was one of three athletes to model for Kim Kardashian’s brand “Skims,” further proving his crossover into the world of high fashion. He emphasizes consistency in both his life and style, whether it’s his routine on the court or his meticulously chosen outfits.
Shai made a massive statement in 2023 at the Met Gala, where he wore a Thom Browne suit that turned heads. Additionally, he wore the MSCHF Big Red Boots, adding even more layers to his ever-evolving fashion persona.
Endorsed by Converse, Shai is one of the few NBA stars to wear the brand and has now become the face of Converse’s NBA presence. In a major career move, he was named Converse Basketball’s new creative director.
ALLEN IVERSON
Allen Iverson’s influence on fashion in the 90s was profound, as his signature style of baggy pants, oversized t-shirts, braids, tattoos, chains, and arm sleeves became a staple of both basketball and street culture. His swag brought a new level of coolness to the game, helping bridge the gap between sportswear and hip-hop fashion, inspiring a generation of youth to adopt his bold, rebellious look.
Iverson’s iconic outfits included baggy shorts, shooting sleeves and jewelry, all reflecting his connection to hip-hop culture. Off the court, he was often seen wearing jeans, Timberland boots, durags, and t-shirts, which were looks that became synonymous with Black cultural expression. His style was an embodiment of the intersection between basketball and hip-hop music, something that set him apart from other athletes of the time.
Iverson’s impact on jersey culture was unmatched, as he was often seen in music videos and wearing other teams’ jerseys off the court, setting a trend that transcended the sport. The Philadelphia 76ers trusted Iverson to lead their rebranding, knowing his influence would inspire fans to purchase their jerseys and boost sales.
In terms of business, Iverson signed a 10-year, $50 million contract with Reebok after being drafted to the 76ers, later securing a lifetime deal with the brand in 2001. This contract included $800,000 per year and access to a $32 million trust fund when he turned 55. Iverson’s relationship with Reebok went beyond endorsement, eventually becoming the vice president of basketball for the brand, cementing his legacy as both a cultural and commercial icon.
ELLY DE LA CRUZ
One of the most electrifying young players in not just baseball but all of sports, Elly De La Cruz is known for his flashy, unique play style, and it shows both on and off the baseball field. On game days, De La Cruz is instantly recognizable for his swag, rocking arm sleeves, chains, wristbands, brightly colored batting gloves, cleats, custom sliding mitts, fielding gloves, and eye black, all topped off with a backwards hat.
His fashion is just as bold off the field. For Opening Day 2024, De La Cruz sported a red and camo outfit paired with rainbow Nike sneakers, and for the 2024 MLB All-Star Game red carpet in Texas, he turned heads in a cowboy hat and a pink suit.
In a sport that has been traditionally conservative for over a century, players like De La Cruz are pushing the boundaries of what can be worn, both on and off the diamond. His fashion mirrors his playing style that is swaggy, loose, non-conforming, exciting, and full of fun. De La Cruz’s look is not just about standing out, but it’s about inspiring the youth to express themselves through their attire, encouraging them to follow in his footsteps on the field and beyond.
With his signature dreads and bold fashion statements, De La Cruz is proving that baseball can be as stylish and expressive as any other sport.
YANNICK NOAH
Yannick Noah’s cultural impact goes far beyond his 1983 French Open victory. As the first Frenchman in 37 years to win the title—and one of the few Black champions in tennis history—he became a symbol of inspiration for athletes worldwide, especially those from underrepresented backgrounds. His charismatic personality and electrifying style of play brought a new energy to the sport, making him a fan favorite.
In fashion, Noah stood out with his signature dreadlocks, colorful outfits, and effortless cool, breaking away from the conservative tennis aesthetic. His unique look and laid-back demeanor helped redefine tennis style, paving the way for a more expressive approach to fashion in the sport.
Beyond tennis, Noah found success as a musician, blending reggae and pop to become a major cultural figure in France. His humanitarian work, particularly through his charity “Fête le Mur,” which provides tennis opportunities to underprivileged youth, further solidifies his legacy. His influence spans sports, music, fashion, and activism, making him one of the most dynamic and impactful athletes of his generation.
BOL BOL
Bol Bol is redefining fashion norms, especially for athletes with his unique 7’3” lanky frame. Known for his approach to fashion as a set of rules he doesn’t feel the need to follow, Bol embraces a style that combines high fashion with athletic wear in ways few others can pull off.
His pre-game outfits otherwise known as the “NBA tunnel walks” typically consist of oversized luxury shirts, hoodies, designer pants and shoes, accessories, jewelry, graphic designs, streetwear, and vintage clothes, all curated with an effortless vibe. Constantly seen wearing brands like Balenciaga, Rick Owens, Off-White, and Vetements, Bol frequently sports rare and highly sought-after pieces that are hard to find.
Despite the challenge of finding clothes that fit his towering height, he manages to pull off every look with precision. One of his most notable fashion moments came on draft day, when he wore a $100,000 suit designed by Young Thug, further cementing his reputation as a style icon with a flair for the extravagant.
RUSSELL WESTBROOK
Fashion has no limits when you’re Russell Westbrook. The eight-time NBA All-Star is among basketball’s best-dressed men, and he regularly brings runway panache to the world of sport, especially with his pre-game outfits. Others rest up during the off-season, but Westbrook uses the time to indulge in his other passion: style. An MVP of the Paris Menswear shows, Westbrook is a regular presence on the front row, and his frequent outfit changes delight onlookers and street-style photographers alike.
Westbrook’s influence goes beyond just wearing bold looks—he’s reshaped the perception of fashion in professional sports. His fearless approach to style has encouraged fellow athletes to embrace self-expression, turning pre-game tunnels into fashion runways. Whether he’s rocking a Thom Browne kilt, a custom-designed suit, or a vintage-inspired look, Westbrook consistently challenges traditional dress codes, proving that personal style is an extension of confidence and creativity.
His impact isn’t limited to his wardrobe—Westbrook has also ventured into design. His streetwear brand, Honor The Gift, reflects his upbringing in Los Angeles and his commitment to authenticity. Rooted in nostalgia and a deep appreciation for community, the brand fuses athletic aesthetics with Westbrook’s signature edge, making waves in both sports and fashion circles.
On the court, Westbrook’s relentless energy and explosive playing style have set a new standard for modern point guards. His triple-double dominance redefined versatility, inspiring a generation of players to expand their skill sets beyond traditional positions. His competitive fire and never-back-down attitude mirror his bold approach to fashion—fearless, unapologetic, and entirely his own.
In an era where athletes are more than just players, Russell Westbrook stands as a cultural icon, proving that success isn’t just about stats or championships—it’s about impact. From the hardwood to haute couture, Westbrook continues to break barriers, leaving an undeniable mark on both sports and style.
