US Open 2026: Brand activations and fashion collaborations

The year's fourth and final Grand Slam, the US Open has long been a powerful marketing venue for brands. In 2025, the event generated 809 million dollars in media impact value for the labels featured throughout the tournament, a 51 percent increase year-over-year, according to Launchmetrics. Nike, Audemars Piguet, Rolex were some of the top companies that benefited from the event’s appeal.

In 2026, the lineup of brand activations feature a new collection from Ralph Lauren, which has been a partner of the tournament since 2005, a tennis-themed cafe by Lacoste, a partnership between JPMorgan Chase and Los Angeles-based fashion brand Dairy Boy, and a SPF sampling booth by La Roche-Posay, among others. Here, FashionUnited has listed some of the main fashion collaborations and event activations connected to the US Open this year.

Ralph Lauren

Ralph Lauren continues its storied legacy at the tournament, returning as the official outfitter and sunglass sponsor for 2026. This year, the brand provides the official uniform for 800 staff members, including 300 ball crew and 215 on-court officials. The partnership is highlighted by a commemorative collection that blends heritage sportswear with modern technical utility. Ralph Lauren is also expanding its presence through various activations, including a six-week Nordstrom pop-up offering personalization, a newly designed Arthur Ashe hospitality suite, and the "Create Your Own" program available both online and on-site. Additionally, the brand will host its Pink Pony Day on September 5th to support cancer-care access, featuring exclusive fan giveaways and suite experiences.

Lacoste

Lacoste and The Plaza are reuniting for a US Open-inspired collaboration running Aug. 12 through Sept. 5, featuring Le Cafe Lacoste hospitality, a reimagined Afternoon Tea, a green-wrapped Fifth Avenue entrance, and a lobby installation. A retail pop-up in the Edwardian room will offer co-branded apparel and accessories from 70 to 130 dollars. Additional Lacoste tennis-season activities include a Central Park clinic with City Parks and a customized-patch collaboration with streetwear boutique Extra Butter.

K-Swiss

K-Swiss will celebrate its 60th anniversary with a four-day mobile experience across New York from August 27–30 during US Open week. The tour will visit locations including Bryant Park, Union Square, Times Square and Brooklyn, offering footwear and apparel showcases, tennis archive highlights, interactive activities, giveaways and anniversary promotions. Stops include K-Swiss House, Paragon Sports and a Times Square pickleball pop-up, extending the brand’s week-long celebration of its tennis heritage and cultural influence.

The Mark

The Mark's Grand Slam Extravaganza is offering a four-night stay in The Mark Penthouse for up to six guests during the US Open semifinal and final weekend, priced at 500,000 dollars. The package includes six tickets each to the Men's Semifinals and Final, bespoke dining from The Mark Restaurant by Jean-Georges and Caviar Kaspia, private Technogym and cold plunge access, a sail aboard The Mark's 70-foot Herreshoff sailboat, and terrace cocktails overlooking Central Park. A standout perk is a private tennis lesson with John McEnroe at his academy, with proceeds benefiting the John McEnroe Tennis Academy. Private chauffeured transport to and from the tennis center is included throughout.

La Roche-Posay

La Roche-Posay returns as official sunscreen sponsor of the US Open for a fourth year, promoting sun safety through free sampling and dermatologist-led education. The partnership is amplified by ambassador Jannik Sinner, the 2024 US Open and 2026 Wimbledon champion. For the 2026 tournament, La Roche-Posay will run an interactive SPF sampling booth during Fan Week and Arthur Ashe Kid's Day, letting fans try its Anthelios range while reinforcing the brand's focus on skincare and active lifestyles.

JPMorgan Chase

JPMorgan Chase is running multiple US Open activations this year. From August 21–23, Dairy Boy brings its DB Sport collection to The Atrium in Greenwich Village with Chase cardholder priority access and exclusive gifts, while NYC business Matchaful pops up in the Chase Lounge with matcha lattes and popsicles. The new Chase Corner Market offers a bodega-style scratch-off giveaway, and a photo experience lets fans create their own tennis-themed magazine cover. Chase's mobile charging program returns with 29 stations across the grounds, including Champions Plaza and the Chase Lounge charge zone, free for all fans. The Chase Lounge itself offers complimentary bites, air conditioning, chargers, and live coverage. Chase customers also get lounge and terrace access with added perks throughout.

Heineken

Heineken, a 30+ year US Open partner, launched its Second Serve Tickets campaign with Heineken 0.0 global ambassador Serena Williams, letting fans turn old ticket stubs from her past US Open wins (dating back to 1999) into VIP passes for this year's tournament. Limited-edition Heineken 0.0 collector cans featuring artwork from Serena's six championship wins will also be sold onsite while supplies last.

Lavazza

Lavazza returns as official coffee of the US Open for the 12th consecutive year, debuting Tablì, its new single-serve coffee system made with 100 percent coffee tabs. Alongside classics like Coffeetails, Espresso Martinis, and Iced Tiramisu, the standout is the Caffè Emiliano — cold brew with cherry syrup, mascarpone mousse, and cocoa. Fans can enjoy interactive games, giveaways, and the Court 6 Coffee Bar & Lounge. The activation extends to Hudson Yards' USTA Fan Experience (August 30 – September 5) and select Eataly locations in New York and New Jersey.

Evian

Evian is celebrating 200 years since first bottling its French Alps spring water, marking the milestone with a one-night "200 Years Young Celebration" at Brooklyn's Dumbo Archway on August 27, ahead of the US Open. The free event, RSVP-only, features immersive installations, French-inspired cuisine, live entertainment, and surprise appearances. The celebration coincides with Evian marking 40 years as the US Open's Official Water, with anniversary signage and limited-edition bottles appearing at water carts throughout the tournament grounds.

Dove

Dove returns as official underarm sponsor of the US Open for a second year, launching its "Don't Sweat It. Make A Racket." platform to celebrate fan confidence and style. Activations include The Re[set] Club, an on-site refresh station at the tennis center; "Don't Sweat Your Fit," a style series with photographers Tyrell Hampton and Johnny Criollo; "Racquet Report," a fan-interview social series hosted by Carly Aquilino; and complimentary tabs at ten women-owned bars nationwide during the Women's Finals.