You’ve probably seen Naomi Osaka, Marta Kostyuk, Lex Gillette, or the Mongolian Olympic athletes in your Instagram feed or on your TikTok For You page. What often catches the eye is not just their athletic skill but how they’re dressed. Fashion in sport has evolved far beyond functional uniforms. Today, designers are transforming athletic apparel into platforms for storytelling, heritage, and self-expression, proving that performance and style can go hand in hand.
Designers Leading the Way
At the 2024 US Open, Nike, in collaboration with Yoon Ahn of Ambush, created a series of striking looks for Naomi Osaka. Her day-and-night kits featured oversized bows, ruffled skirts, and elements inspired by Japanese subculture and Harajuku style. These designs were deeply personal, merging her heritage with performance needs. Osaka also incorporated a crystal-encrusted Labubu doll, designed by Kerin Rose Gold, which matched her outfits, shoes, and jacket. This accessory amplified her presence and reinforced her narrative as both athlete and cultural influencer.
On the tennis court, Joelle Michaeloff, the head of design at Wilson worked with Marta Kostyuk to produce a dress inspired by Kostyuk’s own wedding gown. The Wilson version captured the essence of the original with a removable outer layer which was then removed for game play.
Meanwhile, Paralympic long jumper Lex Gillette partnered with Nike to develop custom competition glasses. These were not just practical. They were designed to reflect Gillette’s personal style while ensuring stability, comfort, and visibility. This collaboration shows that designers can extend creativity beyond clothing, innovating performance accessories that are both functional and visually distinctive.
Cultural storytelling also plays a central role in sporting design. For the 2024 Olympics, Michel & Amazonka created Mongolian team uniforms that merged traditional patterns, colours, and motifs with modern technical fabrics. The resulting designs were visually striking, honoured heritage, and offered the flexibility needed for elite performance. These uniforms demonstrate how designers can respect the cultural significance of sport while pushing the boundaries of athletic wear.
Why These Designs Matter
These collaborations reveal that uniforms are no longer purely functional. They are opportunities for self-expression, storytelling, and cultural pride. Designers like Yoon Ahn, Joelle Michaeloff, Nike, Kerin Rose Gold, and Michel & Amazonka are showing how clothing and accessories can communicate identity, heritage, and artistry without compromising performance.
For young athletes, designers, and creatives, these examples highlight that sport offers more than competition. It is a space for artistry, innovation, and collaboration. Observing these partnerships provides insight into the multiple career paths within sport, from fashion and design to cultural representation and storytelling.
Looking Ahead
As sporting events, collaborations, and fashion weeks continue to intersect, the line between performance and self-expression will blur further. Keep an eye on athlete social feeds and upcoming tournaments. These designers are proving that within the rules and dress codes of sport, there is immense room for creativity, individuality, and artistry. Fashion in sport is not a sideshow. It is becoming central to how we experience athletic performance and identity.
