From Lewis Hamilton’s fashion-week appearances to Naomi Osaka’s theatrical tennis entrances, meet the sporting personalities who are rewriting the rules of style, one outfit at a time.

There was a time when the relationship between sport and fashion was fairly straightforward. Athletes wore their team colours, collected their trophies and left the fashion conversations to the celebrities sitting courtside. Those days are firmly behind us.

Today, the journey from the dressing room to the stadium entrance can be every bit as interesting as the action that follows. NBA players have turned pre-game arrivals into fashion showcases. Footballers are regular faces at Paris Fashion Week. Tennis stars are collaborating with luxury houses, and Formula 1 drivers are making their presence felt on some of the world’s most photographed red carpets.

What makes this cultural shift particularly fascinating is that these athletes are not all playing the same fashion game. Some embrace extravagant tailoring and avant-garde couture. Others favour vintage streetwear, understated luxury or the kind of carefully constructed looks that turn a simple airport arrival into a headline.

For our Sport Style 30, we’re looking at 12 standout names across men’s and women’s sport. From established fashion icons to a new generation of sporting personalities, these are the athletes making a compelling case for the idea that style doesn’t stop when the whistle blows.

THE MEN

01 | THE FASHION POWERHOUSES

Lewis Hamilton: The man who brought couture to the paddock

FORMULA 1 | GREAT BRITAIN

Few athletes have blurred the boundaries between sport and fashion quite like Lewis Hamilton. The seven-time Formula 1 world champion has spent years building a reputation that extends well beyond the racetrack, becoming a familiar presence at fashion shows, luxury campaigns and the Met Gala.

Hamilton’s style is difficult to pin down, and that’s precisely the appeal. One day, he might arrive at the paddock in a bold streetwear ensemble, complete with oversized proportions and statement accessories. The next, he’s wearing a meticulously tailored suit that wouldn’t look out of place in a Paris couture house.

His appearance at the 2025 Met Gala was a particularly memorable fashion moment. Working with designer Grace Wales Bonner, Hamilton wore an ivory suit featuring a cropped jacket, high-waisted trousers, an embroidered sash and a beret by Stephen Jones. The outfit was a considered celebration of Black identity and tailoring, perfectly aligned with the evening’s Superfine: Tailoring Black Style theme.

Hamilton’s influence also reaches beyond his own wardrobe. At the 2021 Met Gala, he used his presence and resources to bring emerging Black designers into the spotlight, demonstrating how a high-profile fashion appearance can create opportunities for others.

For Hamilton, getting dressed has become a form of storytelling. His style is a reminder that a racing suit is only one part of an athlete’s identity.

02 | THE FASHION POWERHOUSES

Shai Gilgeous-Alexander: The NBA’s walking mood board

BASKETBALL | CANADA

If there’s one basketball player who understands the assignment when it comes to dressing for the cameras, it’s Shai Gilgeous-Alexander.

The Oklahoma City Thunder star has helped turn the NBA’s pre-game tunnel into a fashion destination. His arrival outfits are regularly dissected by fans and fashion enthusiasts, with oversized denim, experimental silhouettes, vintage pieces and unexpected accessories forming part of his signature look.

What makes Shai particularly interesting is that he isn’t simply following a stylist’s instructions or wearing whatever luxury label happens to be trending. In a 2025 GQ profile, he discussed his preference for custom and vintage clothing, explaining his interest in pieces that offer rarity and personality. He has also walked in a Thom Browne fashion show in Paris and attended the Met Gala.

His fashion journey has evolved alongside his basketball career. From the early days of experimenting with designer labels to his more personal approach today, Shai has developed a wardrobe that reflects his willingness to play with proportions and challenge conventional menswear.

His influence was recognised in GQ’s 2025 list of the 50 most stylish people alive. The recognition reflects something that basketball fans have known for a while: Shai’s tunnel appearances are part of the entertainment before the entertainment.

03 | THE FASHION POWERHOUSES

Jules Koundé: Football’s fearless fashion experimenter

FOOTBALL | FRANCE

Some footballers use fashion to reinforce their image. Jules Koundé seems more interested in seeing how far he can stretch it.

The cool, calm and collected France and Barcelona defender has become one of football’s most recognisable fashion personalities, with a wardrobe that moves comfortably between luxury tailoring, vintage streetwear, dramatic coats and unconventional footwear. His willingness to experiment has earned him a place in conversations that extend well beyond football.

One of his most talked-about moments arrived in May 2024, when he turned up at France’s Clairefontaine training base in flared jeans and heeled boots. The look prompted plenty of conversation, but it also demonstrated his refusal to treat football’s traditional dress expectations as a rulebook for his personal style.

Read – Jules Kounde’s Avant-Garde Aesthetic

His fashion credentials go beyond viral arrival photographs. Koundé became the face of Jacquemus’s La Casa campaign, bringing a playful personality to the French label’s carefully constructed visual world. He has also appeared at major fashion events, including the Louis Vuitton menswear show in Paris.

Koundé’s approach is refreshingly versatile. Whether he’s wearing an oversized leather trench coat or a relaxed everyday outfit, his looks rarely feel like a uniform. For a footballer whose job requires discipline and repetition, his fashion choices offer an interesting contrast: a space where experimentation takes centre stage.

04 | THE STREETWEAR KINGS

Rafael Leão: Milan’s footballer with a fashion-forward rhythm

FOOTBALL | PORTUGAL

In Milan, football and fashion share the same cultural postcode. Few players embody that connection quite as naturally as Rafael Leão.

The AC Milan forward has developed an image that feels relaxed, youthful and unmistakably connected to contemporary street culture. His style reflects his personality on the pitch: creative, expressive and comfortable with taking risks.

Leão has become a regular presence at Milan Fashion Week, including an appearance at Diesel’s autumn/winter 2026 show. He has also explored fashion design himself, collaborating on a collection with AC Milan and bringing his personal taste into the creative process.

His wardrobe often combines statement trainers, oversized silhouettes, casual luxury and the kind of effortless layering that works just as well on a city street as it does outside a fashion show.

There is also a musical dimension to Leão’s identity. His interest in music and creative culture feeds into the image he presents beyond football, giving his fashion choices a more personal quality.

Leão doesn’t appear interested in dressing like every other footballer. And in a city where personal presentation is almost a competitive sport, that individuality is worth celebrating.

05 | THE STREETWEAR KINGS

Son Heung-min: The art of understated sophistication

FOOTBALL | SOUTH KOREA

Not every fashion statement needs a dramatic entrance. Sometimes, the most memorable looks are built around immaculate tailoring, beautiful outerwear and an understanding of what works.

Son Heung-min has built a style identity around precisely that philosophy. The South Korean football star is known for his polished appearance, a wardrobe that favours clean lines and well-considered proportions, and a natural ease in luxury fashion.

His relationship with Burberry, where he became a global brand ambassador in 2022, placed him firmly within the luxury fashion conversation. The partnership made sense. Son’s public image combines a warm, approachable personality with the kind of refined presentation that luxury houses often seek.

His off-pitch wardrobe frequently features immaculate coats, relaxed wide-leg trousers, understated knitwear and classic casual pieces. It’s a look that doesn’t need to shout to make an impression.

As he moved from Tottenham Hotspur to Los Angeles FC in 2025, his international profile continued to span football, culture and fashion. His appeal lies in his ability to look contemporary without abandoning the timeless pieces that form the foundation of a great wardrobe.

In a world of increasingly extravagant footballer outfits, Son is proof that sophistication can be its own statement.

06 | THE STREETWEAR KINGS

Carlos Alcaraz: A new generation of tennis cool

TENNIS | SPAIN

Tennis has always had a close relationship with fashion. From crisp whites and classic polo shirts to the more experimental looks of modern champions, the sport has consistently offered a stage for personal presentation.

Carlos Alcaraz represents a new generation of players who bring youthful energy to the court while maintaining an increasingly visible presence beyond it.

The Spanish champion’s appeal is built around a combination of athletic confidence, relaxed charm and modern sportswear. His Nike outfits are designed for performance, but they also contribute to a recognisable personal image. His ability to move between the formality of tennis traditions and the easygoing style of a younger sporting generation gives him a distinctive place in the conversation.

His appearance alongside Serena Williams in a special doubles exhibition at the 2026 US Open, wearing coordinated purple and black Nike looks, offered a memorable example of sport and style sharing the spotlight.

Alcaraz may not approach fashion with the same theatrical ambition as some of the names on this list. Instead, his appeal is rooted in accessibility. His style feels connected to the modern tennis fan: athletic, youthful and comfortable without losing its polish.

As tennis continues to develop its own version of the NBA tunnel walk, Alcaraz is part of a generation helping redefine what a contemporary tennis star looks like.

THE WOMEN

07 | THE FASHION STORYTELLERS

Naomi Osaka: The woman turning the tennis court into couture

TENNIS | JAPAN

If tennis ever needed a fashion director, Naomi Osaka might just be the woman for the job.

The four-time Grand Slam champion has transformed her pre-match appearances into something approaching theatrical performance. Her outfits are more than sporting uniforms. They are carefully constructed fashion statements, often carrying personal, cultural or artistic meaning.

At Wimbledon in June 2026, Osaka worked with Tokyo-based designer Hana Yagi on a custom white ensemble inspired by Japanese ceremonial dress. The outfit featured embroidered cranes, cherry blossoms and an oversized trailing bow. As she walked onto the court, the dramatic outer layers were removed to reveal her Nike playing kit underneath. It was a striking way to work within the tournament’s traditional all-white dress code.

Then came the 2026 US Open, where Osaka arrived in a custom creation by Who Decides War. Designed with stylist Law Roach, the tulle and French-terry gown featured newspaper clippings documenting her career. The result was a personal fashion statement that connected her sporting achievements with the visual language of New York.

Her fashion journey has also taken her to the Met Gala, where she has embraced designers such as Robert Wun and made appearances that attract the attention of both fashion editors and tennis fans.

Osaka’s real strength is her ability to make clothing tell a story. Whether she’s celebrating her Japanese heritage, referencing her sporting journey or experimenting with dramatic couture, she approaches fashion with a creative ambition rarely seen in professional tennis.

08 | THE FASHION STORYTELLERS

Serena Williams: The champion who changed the fashion conversation

TENNIS | UNITED STATES

Long before tennis walk-on outfits became a major fashion talking point, Serena Williams was already challenging the sport’s traditional style expectations.

Her influence extends across generations of athletes, designers and fans. On court, she wore pieces that questioned the conventional tennis uniform. Away from competition, she developed an unmistakable fashion identity that embraced glamour, individuality and bold silhouettes.

Think of the black catsuit she wore at the 2002 US Open, the striking red-and-black Nike catsuit at the 2018 French Open, or the tutu-inspired outfit she wore at the 2018 US Open. Each became part of a wider conversation about athletic clothing, femininity and how women are expected to present themselves in professional sport.

Her fashion influence has continued beyond her playing career. Serena has attended major fashion events, including the Met Gala, and developed her own fashion venture, S by Serena, which reflects her interest in inclusive and expressive dressing.

At the 2026 Met Gala, she appeared alongside her sister Venus Williams, who served as one of the event’s co-chairs. The appearance reinforced Serena’s continuing presence at the intersection of sport, celebrity and fashion.

Serena’s contribution to sporting fashion is about more than memorable outfits. She helped expand the possibilities for female athletes to define their own visual identities, rather than simply conforming to established expectations.

Her influence can be seen in the fashion confidence of the generations that followed, including Naomi Osaka and Coco Gauff.

09 | THE FASHION STORYTELLERS

Angel Reese: The tunnel-walk queen with a luxury wardrobe

BASKETBALL | UNITED STATES

In the WNBA, arriving at the arena has become a fashion event of its own. And Angel Reese knows exactly how to command that moment.

The Chicago Sky forward has built a highly visible fashion identity around bold silhouettes, luxury accessories, statement heels and a confident approach to dressing. Her pre-game appearances regularly attract attention from fashion and sports media alike.

Reese’s approach is particularly interesting because it draws on the wider culture of basketball, where personal style has long been an important form of self-expression. But she brings her own perspective, embracing glamour and high-fashion pieces while remaining connected to the youthful energy of contemporary streetwear.

At the 2025 WNBA All-Star Weekend in Indianapolis, Reese stepped onto the orange carpet in a striking Amiri autumn/winter 2025 ensemble. The outfit featured a striped leather blazer, a button-down shirt, cropped leather trousers and Gianvito Rossi heels. It was a confident combination of luxury tailoring and statement dressing.

Her influence also extends into the wider fashion industry. She has appeared in fashion campaigns, attended major industry events and established herself as a recognisable figure beyond basketball.

What makes Reese particularly compelling is the way she treats her arrival outfits as an extension of her sporting persona. The arena tunnel becomes a place where she can express confidence, individuality and an unmistakable sense of occasion.

She is part of a new generation of female basketball players who are changing how sporting fame translates into fashion influence.

10 | THE NEW-GENERATION STYLE STARS

Coco Gauff: The future of tennis fashion is already here

TENNIS | UNITED STATES

Coco Gauff has grown up in an era when athletic performance and personal branding are increasingly intertwined. Yet her fashion journey feels like something more than a commercial exercise.

The American tennis champion has developed a playful and youthful style identity that combines modern sportswear with a growing interest in luxury fashion. Her collaboration with New Balance and Miu Miu has helped bring that identity into sharper focus.

At Wimbledon in 2026, Gauff showcased the latest designs from the New Balance x Miu Miu collaboration. The collection brought together technical sportswear and the Italian fashion house’s distinctive aesthetic, including pleated skirts, tennis dresses and contemporary silhouettes. Gauff described the clothing as giving her the confidence of a superhero on court.

Her fashion influence is not restricted to the tennis court. In 2025, she curated a Miu Miu Select collection, choosing garments, accessories and footwear that reflected her own taste. The launch was celebrated during New York Fashion Week with a tennis-themed event, an inventive way to bring her sporting identity into a luxury retail environment.

Gauff has also spoken openly about the athletes who influenced her style, particularly Serena Williams and Naomi Osaka. Their willingness to experiment with fashion helped create an environment in which younger players can bring more personality to the sport.

Her appeal lies in that balance between youthful energy, competitive ambition and a growing fashion identity. Gauff isn’t simply wearing the future of tennis fashion. She’s helping shape it.

11 | THE NEW-GENERATION STYLE STARS

A’ja Wilson: A basketball powerhouse with a couture instinct

BASKETBALL | UNITED STATES

A’ja Wilson is accustomed to making headlines for her achievements on the basketball court. But beyond the game, the Las Vegas Aces star has developed a fashion identity that deserves its own spotlight.

Wilson’s style combines elegance, confidence and a willingness to experiment with contemporary silhouettes. She is equally comfortable wearing a polished tailored look, a dramatic coat or a playful combination of streetwear and luxury accessories.

Her fashion credentials were particularly evident during her first Paris Fashion Week experience. In her diary for Vogue, Wilson offered a glimpse into the wardrobe choices she made for the event, including a structured two-piece outfit, a plush fur coat, an oversized skirt suit with combat boots and relaxed Parisian-inspired tailoring.

She described her personal style as comfortable yet chic, with an emphasis on confidence and individuality.

Wilson’s growing presence in fashion also reflects the increasing visibility of WNBA players beyond the basketball court. The league’s stars are attracting attention from fashion houses, luxury brands and editorial publications, helping reshape the relationship between women’s professional sport and the fashion industry.

Her approach feels refreshingly personal. Rather than relying entirely on extravagant statements, she uses shape, texture and unexpected combinations to give her looks character.

Wilson brings the same commanding presence to fashion that she brings to basketball, proving that a sporting champion can have an equally interesting story to tell outside the arena.

12 | THE NEW-GENERATION STYLE STARS

Sha’Carri Richardson: Sprinting into the fashion spotlight

ATHLETICS | UNITED STATES

Speed is Sha’Carri Richardson’s business, but style is another arena where she refuses to go unnoticed.

The American sprinter who won her third 100m national championship back in July has developed a distinctive public image built around bold beauty choices, expressive hairstyles, dramatic nails and fashion that celebrates individuality. Her appearances have helped bring athletics into fashion conversations that have traditionally focused more heavily on football, basketball and tennis.

Richardson’s personal style is rooted in visibility. Bright colours, figure-conscious silhouettes, striking accessories and confident beauty looks all contribute to an image that is instantly recognisable.

Her approach to fashion reflects a wider cultural shift in athletics, where competitors increasingly use their appearance to express personality and connect with audiences beyond their sporting achievements.

Unlike the carefully coordinated luxury tailoring often associated with footballers or the technical collaborations favoured by tennis stars, Richardson’s visual identity has a distinctly expressive quality. Her beauty and fashion choices are part of a broader presentation that embraces individuality and performance.

That makes her an interesting addition to this shortlist. She represents a sporting discipline that rarely receives the same fashion coverage as the major professional leagues, while demonstrating how an athlete’s personal image can help expand the cultural reach of their sport.

In a world where personal branding increasingly matters, Richardson reminds us that a memorable sporting identity can begin long before the starting gun goes off.

Beyond the finish line: Sport’s growing fashion influence

8

The relationship between sport and fashion is no longer a side story. It has become an important part of how athletes build their public identities, connect with audiences and influence popular culture.

The NBA tunnel walk has helped establish a new form of sporting fashion theatre. Tennis players are exploring increasingly creative ways to work within the sport’s dress traditions. Footballers are attending luxury fashion shows, featuring in major campaigns and experimenting with styles that challenge conventional ideas of menswear. Meanwhile, Formula 1 has become a natural meeting point for luxury fashion, entertainment and celebrity culture.

The most fascinating part of this evolution is the diversity of styles on display.

Lewis Hamilton uses fashion to communicate identity and cultural heritage. Shai Gilgeous-Alexander approaches his wardrobe as a form of creative self-expression. Jules Koundé challenges expectations of how a footballer should dress. Naomi Osaka turns sporting entrances into visual storytelling, while Coco Gauff is helping connect the next generation of tennis fashion with the luxury industry.

And then there are athletes such as Angel Reese, A’ja Wilson and Sha’Carri Richardson, whose visibility is helping broaden the fashion conversation around women’s sport.

Ultimately, there is no single formula for sporting style. Some athletes prefer timeless tailoring, others thrive on experimental couture, and many find their identity somewhere in between.

What unites them is an understanding that their influence does not end when the game is over.

The next generation of fashion icons might not emerge exclusively from the catwalk. They could just as easily arrive through a stadium tunnel, step onto a tennis court or walk through the paddock before a Grand Prix.

The question is no longer whether athletes belong in fashion. It’s how much further they can take it.