Direct-to-Consumer Tennis Brands Expand Presence in New York Amidst U.S. Open Buzz

New York City, NY – Direct-to-consumer (DTC) tennis brands are significantly expanding their footprint in New York, particularly coinciding with the U.S. Open, which runs from August 24 to September 7, 2025. This growing presence highlights a strategic shift by companies to engage directly with consumers, a trend noted by industry observers. Social media commentary, such as a tweet from Jared Orkin, has playfully characterized this surge as a "DTC tennis cabal" taking over the city.

Wilson Sporting Goods, a long-standing name in sports equipment, has been at the forefront of this DTC expansion. The company has actively pursued a strategy of opening physical retail locations and pop-up experiences to complement its online sales. During the U.S. Open season, Wilson typically enhances its New York presence with dedicated activations, showcasing its tennis product lines and engaging fans directly.

Another notable brand making a splash is Mejuri, a fine jewelry company that has increasingly ventured into sports-themed collaborations. Mejuri has planned a pop-up event in New York City, timed with the U.S. Open, and is collaborating with Los Angeles fashion brand Madesome on a tennis-themed capsule collection. This initiative, part of Mejuri's "Mejuri Play" arm, aims to connect with female athletes and leverage the cultural prominence of tennis.

The broader shift towards DTC models in the sports and activewear industry reflects a desire for higher margins and direct customer relationships. Traditional giants like Nike and Adidas have aggressively moved to increase their DTC sales, with Nike aiming for 60% of its business to be DTC by 2025. This trend allows brands to control their narrative, gather valuable customer data, and offer personalized experiences.

While the term "cabal" used in the tweet is a lighthearted exaggeration, it underscores the noticeable collective impact of these brands. Their increased visibility through pop-ups, dedicated stores, and event-specific activations during major tournaments like the U.S. Open signifies a strategic and coordinated effort to capture market share and deepen consumer loyalty in the competitive New York sports retail landscape. This direct engagement strategy is expected to continue shaping how tennis enthusiasts discover and purchase their gear and apparel.