When tennis fashion breaks out from the boundaries of the court and takes over street style, it’s no longer just a matter of sport — it’s a true cultural trend. In a world where vintage aesthetics blend with contemporary functionality, the classic tennis style (Tennis Core) has found itself at the forefront of fashion, with pleated skirts, polo shirts, and sweatshirts that look as if they were taken straight from 1990s Wimbledon.

At the center of this revolution stands On, the advanced Swiss brand that has become a household name in the running world, and today brings its cutting-edge technology and refined design to the tennis world as well. This move happens, among other things, thanks to the collaboration with tennis legend Roger Federer, who is not only a spokesperson but also an actual investor in the brand.

ON (credit: courtesy of the brand)
ON (credit: courtesy of the brand)
Why Tennis?

What makes tennis style so appealing? First, it is a clean and classic aesthetic, combining sporty elegance with precise lines. In an era where the boundaries between sportswear and everyday fashion are blurred, tennis offers the perfect balance: Sporty enough to be comfortable, yet sophisticated enough to look polished.

Additionally, the trend has received a significant boost from popular culture. Movies like "Challengers" starring Zendaya, series with a prominent tennis aesthetic, and celebrities like Hadid and Jenner spotted with looks inspired by the elegant sport — all have contributed to the meteoric rise of the trend.

“Tennis today is not just a sport — it has become a cultural inspiration hub,” explain ING, the official importer of On in Israel. “With the growing popularity of pickleball and paddle, the court continues to influence personal style. This is a trend that will only continue to expand.”

ON (credit: courtesy of the brand)
ON (credit: courtesy of the brand)
The Technology Behind the Sport

One of the things that sets On apart in the tennis arena is the emphasis on technology alongside aesthetics. The brand brings to the tennis world its unique performance technology, focusing on agility, energy return, and comfort — while maintaining a clean and precise design language.

The company’s unique CloudTec® technology provides tennis players with soft landings and powerful propulsion — ideal for lateral movement, sharp stops, and quick turns that characterize the game. In tennis shoes (such as The Roger Pro), it integrates enhanced arch support with Speedboard® or carbon plates — for improved responsiveness and stability.

The brand is now considered one of the most prominent in the global tennis scene, with an impressive presence through sponsorship of top players like Iga Swiatek, one of the dominant players on the tour and ranked number one in the world, and Ben Shelton, a rising American star. The company also invests in the next generation of tennis with sponsorship of young talents such as Brazilian João Fonseca and Italy’s Flavio Cobolli.

ON (credit: courtesy of the brand)
ON (credit: courtesy of the brand)
How to Adopt the Trend?

Beyond the court, how do you bring the tennis aesthetic into everyday life? Here are three tips from ING experts:

1. Let Color Lead: The colorful shirts with On’s unique gradient (from pink to yellow) are a real fashion statement. The perfect balance is achieved when pairing them with plain and clean items — like white shorts — and completing with The Roger Pro or Clubhouse shoes for a clean look with a significant presence.

2. Sporty Cuts with Urban Comfort: On’s collection combines performance pieces with wide and comfortable silhouettes. The ultimate way to bring this to the street: A classic tennis skirt with a boxy sweatshirt, or a logo T-shirt with wide pants and white high-top sneakers.

3. Monochrome with a Twist: For those who find dominant colors excessive, you can go for a monochromatic look in neutral tones — letting the shoes or socks be the colorful focal point. This is a precise way to convey court-inspired style without looking like you’re in a costume.

The Shoes Leading the Trend

At the heart of On’s tennis collection is The Roger line, developed in collaboration with Federer himself — a combination of insights from a top athlete with precise Swiss engineering. The result is a line of performance shoes offering a minimalist look suitable for both the court and the street.

ON (credit: courtesy of the brand)
ON (credit: courtesy of the brand)
Among the leading models in the line, the following stand out:

The Roger Pro 2 All White — the professional shoe Federer himself was involved in developing, with the perfect combination of lightness and support. The clean white version makes it a perfect piece even off the court.

The Roger Pro White Indigo — the same winning platform, with a colorful twist that adds character. The combination of white with precise and contemporary indigo blue.

Roger Clubhouse Pro Undyed Indigo — a more casual version, with an emphasis on sustainability using undyed materials. Perfect for pairing with a daily tennis-inspired look.

The Roger Adv Pro Ivory Malibu — the most advanced in the series, combining the company’s unique Helsbury technology. The calm colors make it an interesting option for styling.

Price ranges vary between NIS 999 and NIS 349.

ON (credit: courtesy of the brand)
ON (credit: courtesy of the brand)
Looking Ahead

When asked what’s next for ING, the answer is intriguing: “There is a lot on the table — but at this stage, we still cannot reveal details. What can be said is: There’s something to look forward to. On is entering the tennis world strongly, and what’s coming soon will fully reflect that.”

Meanwhile, it is clear that the tennis trend is not going anywhere. The clean aesthetic, a combination of sport and style, and refreshing nostalgia — all are elements that continue to attract more and more fashion enthusiasts. And with brands like On bringing technological and aesthetic innovation to the scene, the game is just starting to get interesting.