Tennis-core
ad research

Role

Timeline

Project Type

Tools

cultural researcher.

April 2025

research project. fashion trends.

Google Sheets. Excel.

The Brief

Tennis-core’s evolution from elite athleticwear to everyday aspiration signals a deeper cultural shift in how status, health, and femininity are expressed through fashion.

The Outcome

A research report designed for strategists and creatives, offering actionable insights on how to leverage tennis-core's symbols—like country club minimalism and "quiet sport" aesthetics—for marketing to affluent, wellness-focused Gen Z and millennial consumers.

The Approach

A visual and semiotic research study examining tennis-core across fashion campaigns, online subcultures, and nostalgic sports media—uncovering how its motifs convey values like wellness, privilege, and timelessness.

Tennis to Trend - How Performancewear Became Luxury

Semiotic Deepdive into Style Signifiers

A Contemporary Codebook of Tenniscore

The Condensed Vers.

The Research