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The 2025 U.S. Open, held in New York City from Aug. 24 to Sept. 7, generated $810 million in media impact value — a 51 percent increase over 2024, according to Launchmetrics.
This year’s edition of the Grand Slam tennis tournament yielded major results not only for the top-ranked tennis players in the women’s and men’s games, respectively, but also for the fashion labels and brands featured throughout the tournament. MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.
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Nike dominated the courts, emerging as the top-performing brand with $9.4 million in MIV. The American athletic footwear and apparel corporation outfitted all four Grand Slam finalists — Amanda Anisimova of the U.S., Jannik Sinner of Italy, Aryna Sabalenka of Belarus and Carlos Alcaraz of Spain.
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The brand also served major high-fashion with its trendy day and night session tennis kits custom-made for four-time Grand Slam champion Naomi Osaka, who made it to the semifinal of this year’s U.S. Open. Ralph Lauren was next in line.
The American designer outfitted all the ball kids on court during the tournament, with the Ralph Lauren logo featured prominently on the blue, green and orange color-blocked polo shirts. The American label earned a total media impact value of $8 million.
On the accessories side, Rolex saw a 162 percent increase from the 2024 edition of the tennis tournament. Spotlighted by 2025 U.S. Open champion Carlos Alcaraz, wearing his Rolex Cosmograph Daytona, Rolex earned a total of $7.1 million in media impact value. Alcaraz’s watch alone earned $4.7 million in media impact value — the highest of any player-brand partnership at the event, per Launchmetrics.
Other brands that saw major wins for media impact value included Audemars Piguet, which earned $1.5 million — with $1.3 million of the total amount thanks to Aryna Sabalenka for wearing her Audemars Piguet timepiece.
Tennis racquet and sports equipment brand Babolat earned $990,000, while La Roche-Posay earned $894,000 and Tiffany & Co. earned $874,000.