Game, set, sell: Why the 2025 Australian Open is a major event for brands

Mecca Summer Club
Mecca Summer Club at the AO’s Topcourt. Supplied.
The Australian Open has surpassed the Melbourne Cup as the city’s most fashionable event and retailers are using the grand slam court and its surrounding grounds as a living billboard.  Ralph Lauren has been titled the official outfitter of the Australian Open and New Balance the official performance apparel and footwear partner for the Australian Open. While the two heritage American brands are busy dressing players, ballpersons and invited guests, Australian brands are busy activat

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