Mitterfellner, O. and Punk, D. 2026. Marketing Fashion Through Gen Z Female Tennis Athletes: Endorsements and Celebrity Culture. in: Mitterfellner, O. (ed.) De Gruyter Handbook of Fashion Marketing Berlin De Gruyter Brill. pp. 89-108
| Chapter title | Marketing Fashion Through Gen Z Female Tennis Athletes: Endorsements and Celebrity Culture |
|---|---|
| Authors | Mitterfellner, O. and Punk, D. |
| Editors | Mitterfellner, O. |
| Abstract | This chapter explores the popularity of female tennis players as a marketing opportunity for fashion brands to appeal to Generation Z consumers. Research shows that athlete endorsements are perceived as more authentic, credible, and emotionally resonant than traditional advertising, aligning with Gen Z’s values of inclusivity, diversity, and self-expression. Female tennis stars such as Coco Gauff, Naomi Osaka, Emma Raducanu, and Elina Svitolina exemplify resilience, multiculturalism, and activism, making them powerful brand ambassadors for Gen Z. |
| Keywords | female athletes, celebrity endorsement, celebrity culture, tennis, sports marketing, athlete marketing, digital marketing, female tennis, Gen Z, Gen Alpha |
| Book title | De Gruyter Handbook of Fashion Marketing |
| Page range | 89-108 |
| Year | 2026 |
| Publisher | De Gruyter Brill |
| Publication dates | |
| Published | 18 May 2026 |
| Place of publication | Berlin |
| ISBN | 9783111564630 |
| Digital Object Identifier (DOI) | https://doi.org/10.1515/9783111564876-006 |
| Web address (URL) | https://www.degruyterbrill.com/document/isbn/9783111564876/html?lang=en&srsltid=AfmBOoo1xVRDFvlVpaY10DC0nxrxaf0B0kQSeBlOQYFO4CLE726146gY#bibliographicData |