In a time when trends come and go at lightning speed, one unexpected movement has quietly but powerfully made its mark: Tenniscore.
What began as a niche interest among a few passionate fans has blossomed into a vibrant subculture, transforming a historically elitist sport into a space of inclusivity, creativity and community. In our chronically online world, where social media amplifies every cultural nuance, Tenniscore stands out as a testament to the power of underestimated communities to redefine and democratize tradition.
You might hear “-core” and think, “is this just another trending fashion or beauty aesthetic?” It is — but it’s also much more than that.
Tennis, once synonymous with country clubs and elite circles, is undergoing a renaissance that’s both refreshing and revolutionary. This transformation is largely driven by grassroots communities that have embraced the sport’s aesthetic and ethos in ways previously unimagined.
For example, @blackgirlstennisclub has created a community around the sport to “serve as a pathway to liberation for Black women and girls through play.” By leveraging social media, these communities aren’t just engaging with the sport — they’re remaking it. From reimagining tennis outfits to crafting tennis-themed content, they’ve democratized access to a sport once reserved for the privileged few.
But this shift isn’t just about a “tenniscore aesthetic;” it’s about reshaping the sport’s social fabric. Tenniscore’s rise reflects a deeper desire for belonging and representation. These communities are using tennis as a medium to create new forms of cultural capital and forge deeper connections. They’re recalibrating this once-elitist sport through an inclusive lens, inviting a more diverse audience into its fold.
For marketers, this cultural shift is both an opportunity and a challenge. Engaging with Tenniscore means navigating a landscape rich with subcultural nuances and participatory dynamics. Traditional marketing tactics won’t work here.
Genuine connection requires a deep understanding of how these communities interact, what they value and how they curate their worlds. Brands can’t simply insert themselves — they must respect and engage with the communities on their terms. Community-first is the way, not consumer-first.
Consider how this approach has come to life: To celebrate the movie Challengers, @blackgirlstennisclub hosted a weekend of events, including a community-only screening, a Q&A and adult tennis clinics at a local Brooklyn tennis court. The film was promoted by the community, on their terms — facilitating a connection that traditional marketing can’t achieve.
Or take On, which hosted an event to celebrate the U.S. Open last year that brought together local communities, creators and professional athletes to make tennis accessible in what is arguably the most inaccessible city for the sport: New York. The event was centered on access, connection and vulnerability — three pillars that humanized the brand.
Building on last year’s momentum, On hosted a successful event at the Brooklyn Navy Yard to celebrate the U.S. Open this year — bridging the worlds of tennis, fashion and music in a way that felt authentic to each community’s interests. With creators and tastemakers like Juelz Smith and Alex Consani, the event placed On at the center of community relevance beyond just tennis. When done right, brands can resonate with not just one community, but several.
Vulnerability is paramount for brands today. Consumers are increasingly adept at spotting superficial attempts at relevance, and they will dismiss brands that fail to grasp the subtleties of the communities they seek to join.
Beyond Tenniscore
Tennis is just one example of how communities can democratize and reimagine a concept into something far greater. That’s the power of community. So whether it’s Tenniscore or the next big community trend, what should marketers do?
Understand the nuance: Immerse yourself in the community's values, dynamics, aesthetics and conversations. Study the content and engage with the creators leading the way. Grasp the nuanced ways they express their passion to create meaningful partnerships and avoid tokenism. Never underestimate historically overlooked communities.
Support and uplift; don’t hijack: Rather than imposing your narrative, uplift the community’s culture and values. Amplify their voices and facilitate their creative expressions. Collaborate with creators and communities from the start to ensure the narrative is honest and vulnerable. Allowing your audience to be co-creators, not just consumers.
Foster genuine engagement: Flashy campaigns and short-term sponsorships won’t suffice. Build long-term relationships based on trust and mutual respect. Show a commitment to the community’s growth and well-being. Co-create partnerships that tap into the many facets of what makes up the community.
Tenniscore is a powerful reminder that the most meaningful movements start from the ground up, fueled by communities that reshape and redefine the spaces they engage with. For brands, the opportunity lies in understanding and supporting these communities, not just as participants in a trend, but as co-creators of a new cultural landscape.
By building genuine, lasting connections rooted in respect and collaboration, brands can join and amplify a community-driven culture that challenges society norms.
Lizzy Bilasano is VP of creative strategy at Whalar.
