Naomi Osaka clearly sees the cultural shift in tennis. She just does not see herself at the center of it anymore. In a recent interview with Hypebeast, the four-time Grand Slam champion reflected on how tournaments have transformed into full-scale cultural events, where style, branding, and identity carry as much weight as trophies.
Asked whether she has noticed players marketing themselves differently, Osaka called herself “the worst person to ask” before praising the bold, fashion-forward direction of rising stars such as Ben Shelton and João Fonseca.
A Closer Look at Naomi Osaka’s Role in Tennis’ Fashion and Branding Revolution
Tennis has long blended sport and style, but in recent years, that crossover has accelerated. Luxury houses, niche labels, and performance brands now treat elite players as global cultural figures. Osaka helped usher in that modern era.
As a longtime ambassador for Louis Vuitton, a Met Gala co-chair, and one of Nike’s most recognizable faces with her own signature collections, she became one of the first active players to seamlessly merge high fashion with top-level competition.
Still, Osaka made it clear that she views the current wave as something new. “I’m sure they do, but I’m also the worst person to ask this question because I’m kind of like a grandma when it comes to certain things,” she said in a recent interview with Hypebeast.
“I do realize that there are a bunch of young and dynamic players out right now like João Fonseca and Ben Shelton. Ben worked with Loewe for example, which I thought was cool. So it’s fascinating to see the different avenues that they’re going to take and the way that their personal brands are going to venture off.”
Why Does Osaka Believe Ben Shelton and João Fonseca Represent the Next Evolution of Tennis Influence?
Her reference to Shelton’s partnership with Loewe highlights how far the sport’s branding landscape has evolved. Shelton became a face of the Spanish luxury house through a collaboration with the performance brand On. Osaka described the move as “cool,” expressing admiration for how younger players are landing deals that feel curated and culturally sharp rather than traditionally corporate.
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She also pointed to Brazilian teenager Fonseca, who won the 2024 Next Gen ATP Finals and broke into the Top 25 by late 2025. Fonseca represents a generation that arrives on tour with an established digital following and a defined off-court identity.
Osaka’s 2026 portfolio reflects how thoroughly she has leaned into that evolution. Beyond endorsements, Osaka has built ventures centered on ownership and creative control. She founded KINLÒ, a suncare brand designed for melanated skin, and launched Hana Kuma, a production company that has earned Emmy recognition.
She also holds equity in the North Carolina Courage of the National Women’s Soccer League and continues to support Play Academy with Naomi Osaka, a partnership with Nike and Laureus Sport for Good that provides sports opportunities for girls in Tokyo, Los Angeles, and Haiti. Her advocacy around mental health remains central to her public identity, often woven into her business partnerships and storytelling projects.
