US Open Week One: Brand Events in Full Swing! Alcaraz, Sabalenka, Djokovic, Wang Xinyu, Pegula, Rublev and More Stars Take Part in Promotions

The 2026 US Open officially began on August 23. During the first week, known as "Fan Week," before the main draw matches, tennis stars had ample time to participate in commercial activities, with brand events across New York in full swing. Whether for sports brands, fashion and lifestyle brands, or hotel brands—the US Open is everywhere!

Sports Brands

Lacoste

Ahead of the US Open, Lacoste's other activities around the tennis season included tennis clinics in Central Park in partnership with City Parks, and a custom badge project with streetwear boutique Extra Butter. The brand also enlisted its ambassadors—Novak Djokovic, Daniil Medvedev, Grigor Dimitrov, Arthur Fils, and Eva Lys—for a campaign shoot, featuring them in technical jerseys designed specifically for the US Open in New York.

Lacoste also partnered once again with New York's iconic The Plaza hotel. The hotel lobby was filled with Lacoste tennis elements, and a temporary indoor court was set up inside.

Additionally, The Plaza introduced a tennis-themed afternoon tea in the Palm Court. The tea includes French-style sandwiches and pastries, including Le Crocodile, the signature dessert from Le Café Lacoste.

K·Swiss

To celebrate the brand's 60th anniversary, from August 27 to 30, K·Swiss hosted a mobile experience event across New York City. The event visited Bryant Park, Union Square, Times Square, and Brooklyn, featuring shoe and apparel displays, a retrospective of tennis history, interactive experiences, giveaways, and anniversary promotions.

Brand ambassador Andrey Rublev appeared at the New York event, where he not only showcased his exclusive US Open special edition sneakers but also playfully used one as a microphone. Ding Shuibo, founder and CEO of Xtep Group, also attended the event.

Above: Rublev (left) and Ding Shuibo (right), photo from Instagram user mickmicknyc

lululemon

lululemon has been increasing its investment in tennis over the past two years. During the US Open, the brand released a creative ad featuring two global ambassadors—Frances Tiafoe, who just finished as runner-up at the Cincinnati Open, and Lewis Hamilton, seven-time F1 champion—engaging in a tennis showdown.

Another lululemon global ambassador, Leylah Fernandez, also released an unboxing video of her US Open kit—she and Tiafoe will be wearing pink outfits at the US Open.

On

On sponsored athletes Iga Swiatek and Flavio Cobolli will officially compete next week. On has also released their match kits.

Nike

Nike's US Open kit this year is themed "Slam City Collection," drawing inspiration from basketball culture. In this week's mixed doubles matches, the "net" elements in the outfits of Alcaraz, Sabalenka, and Serena Williams were prominent.

adidas

adidas' US Open apparel this year is themed "New York Collection," with a retro style as the main focus. In this week's exhibition matches, Pegula's "arm sleeves" also sparked discussion.

In the first week of this year's US Open, adidas-sponsored athletes have already claimed a title—Mensik and Muchova won this year's US Open mixed doubles championship.

Babolat

French racket brand Babolat, represented by sponsored stars like Alcaraz and Wang Xinyu, released a series of high-quality fashion photos.

Fashion, Beauty, and Lifestyle Brands

Evian

To celebrate the brand's 200th anniversary, during this year's US Open, Evian hosted a special event called "200 Years Young Celebration" at the Dumbo Archway in Brooklyn before the tournament. The invite-only event featured immersive installation art, French-inspired cuisine, and entertainment, with Carlos Alcaraz and Frances Tiafoe attending in person and also shooting a campaign for the brand.

Above image from New York Post video screenshot

This year also marks the 40th anniversary of Evian's sponsorship of the US Open. Water stations throughout the venue will display anniversary logos and offer limited-edition bottled water.

Material Good

Sabalenka appeared at an in-person event for Material Good, the New York luxury retailer she has long partnered with. Material Good also created a new "Silhouette Suite" jewelry collection for the defending champion, with the necklace, bracelet, and earrings totaling 127 carats.

This week, Sabalenka also became the new brand ambassador for Moroccanoil, a hair care brand known for its argan oil products.

La Roche-Posay

La Roche-Posay has been the official sunscreen sponsor of the US Open for four consecutive years. During this year's tournament, the brand set up interactive SPF sunscreen experience booths during "Fan Week" and "Arthur Ashe Kids' Day," giving fans the chance to try its Anthelios line.

British tennis player Katie Boulter also partnered with La Roche-Posay to share Anthelios sunscreen products.

LALO Tequila

Tequila brand LALO Tequila hosted its annual "First Serve" party in New York to celebrate the start of the US Open. Amanda Anisimova attended the party.

Hotel Brands

Ritz-Carlton Central Park

This week, The Ritz-Carlton New York, Central Park hosted a tennis-themed VIP event in its suites. Stars Ruud and Alcaraz were in attendance. Guests could swing rackets and enjoy tennis-themed food and drinks.

The Beekman, a Thompson Hotel in New York

The Beekman Hotel, part of the Hyatt group, hosted a special event called "Find What Pegula Left Behind". Pegula, a World of Hyatt brand ambassador, also starred in a fun promotional video.

Guests staying at the hotel can say the code phrase "Jess Left Something For Me" at the concierge for a chance to receive a surprise gift.

Waldorf Astoria New York

On the evening of August 27, Waldorf Astoria New York transformed its lobby into a full-size indoor tennis court, where players including Tommy Paul, Ben Shelton, Leylah Fernandez, and Maria Sakkari competed in two matches. The event also specified a "courtside chic" dress code.

| Image sources: Brand official and player personal Instagram; New York Post video screenshot; Instagram user mickmicknyc