Roger’s coming,” was the whisper of the month at the most record-breaking US Open in history.
And not just there, but all over New York City, from underground warehouse parties for the fashion elite to designer dinners in artist lofts. They were just rumors at first.
Then, for one night only, he appeared in the presidential suite of Arthur Ashe to watch the tournament he’s won five consecutive times between 2004 and 2008. The stadium roared.
Federer is still The Moment, and he isn’t even playing.
But amid a groundswell of imperfect and aspirational tennis aesthetics that have taken over our feeds and fashion and films, the appearance of Federer at the Open signaled the return of excellence.
Or maybe this new tennis culture emerging is bringing excellence, and therefore Federer 2.0, with it.
It’s possible that the two – the culture and the man – just might be inextricable.
Either way, the spotlight on tennis is only getting brighter. Zendaya’s Challengers gave it sex appeal.
Netflix’s Break Point made players more accessible.
The US Open changed its crowd rules to make stadiums more basketball (read: chaotic).
The US Open is the hottest nightclub in New York. Honey Deuce is thriving.
Tenniscore is unkillable. Carlos Alcaraz says the game is getting faster (literally), and more dangerous (read: more frequent injuries).
We have tennis girlfriends now.
Line judges have been replaced with AI that screams “Out!” Sports betting has entered the chat.
The headlines say “it’s hot now,” and every industry wants a piece.
The heat is on. And that’s show business.
Carlos Alcaraz
Roger Federer news