Taylor Townsend has transformed from tennis champion to fashion entrepreneur. The world No. 1 in women’s doubles is launching her own clothing line at the 2025 US Open. After eight years without an apparel sponsor, she decided to create something entirely her own.
Townsend’s journey to fashion independence began when her Nike contract ended in 2017. Since then, she has competed in store-bought clothes while watching other players showcase major brand logos. Now, she’s turning that challenge into an opportunity with her TT-branded apparel line.
The 29-year-old tennis star has partnered with designer Talton Alexander-John Ballard to bring her vision to life. Together, they’ve created custom outfits featuring Townsend’s interlocking TT logo. These unique designs have already appeared at major tournaments including the French Open and Wimbledon.
Creative Designer Partnership Brings Tennis Fashion Vision to Life
Alexander-John, who previously worked with New Balance and Puma, serves as Townsend’s design collaborator. “Similar to how Q works with James Bond — that’s how I feel to Taylor,” he explained about their creative partnership. His experience with major athletic brands brings professional expertise to Townsend’s startup venture.
Initially, the duo used heat-transfer processes to add Townsend’s logo to existing garments. Alexander-John jokingly called these early pieces her “Frankenstein collection.” They transformed store-bought dresses and tops into customized tennis wear that reflected Townsend’s personal style.
By the Mubadala Citi DC Open in Washington, Alexander-John had created entirely new outfits featuring gemstone motifs. These pieces marked a significant evolution from their early modification work. The progression showed how quickly their collaboration was developing into a legitimate fashion brand.
Themed Collections Tell Personal Stories Through Athletic Wear
For the US Open, Townsend is showcasing three distinct themed collections that reflect her personality. Her orca-inspired kit came from an Instagram message from actor Samuel L. Jackson. After seeing photos of Townsend raising her hand like a shark fin, Jackson told her she was actually an orca.
“Killer whales, after all, are the ocean’s apex predators,” perfectly describing Townsend’s competitive spirit. The orca collection features white dresses with whales climbing up the bodice sides. Alternative pieces include crop tops with linear orca patterns near the midriff area.
Her Tyrannosaurus rex themed outfit pays tribute to her 4-year-old son’s love of dinosaurs. Meanwhile, the phoenix-inspired designs symbolize her career journey of constant reinvention. “Every time that a phoenix is reborn, it has to burn itself to become new,” Townsend explained. “I’ve kind of been that throughout my career.”
Breaking Industry Barriers After Facing Weight Discrimination
Townsend’s path to tennis success included overcoming significant obstacles and discrimination. Growing up on public courts on Chicago’s South Side, she developed her skills without elite training facilities. At 16, she became the world’s top girls junior player through sheer determination.
However, the United States Tennis Association told her they wouldn’t fund her US Open travel unless she lost weight. This discriminatory treatment forced Townsend to find her own way to the tournament. She responded by winning the junior doubles event, proving her critics wrong.
This experience shaped Townsend’s independent mindset that now drives her fashion venture. She understands what it feels like to be overlooked by major organizations. Her clothing brand represents more than fashion – it’s about empowerment and self-determination.
Following Venus Williams’ Entrepreneurial Tennis Fashion Blueprint
Townsend joins a select group of tennis players who’ve launched their own fashion brands. Venus Williams pioneered this path with her EleVen brand in 2007. Williams has since partnered with major companies like K-Swiss and Lacoste for distribution.
Serena Williams serves as another style influence for Townsend’s designs. “She’s a curvy woman, I’m a curvy woman, so obviously we have to accentuate our body types,” Townsend noted. This focus on body-positive design sets her brand apart from traditional athletic wear.
Townsend isn’t shy about expressing fashion opinions within the tennis community. She recently teased friend Frances Tiafoe for looking like “Ronald McDonald” in his burgundy-and-gold DC Open outfit. This playful confidence translates into her bold design choices.
Building Fan Support and Commercial Partnerships for Future Growth
Townsend’s goal extends beyond personal expression to commercial success. She hopes to partner with major apparel companies for manufacturing and retail distribution. Her prototype designs aren’t immediately available for sale, but branded merchandise launched at a Manhattan event.
Her Instagram following of over 100,000 provides a built-in customer base for the brand. Fans are already expressing interest in supporting Townsend’s entrepreneurial venture. “I’m going to buy her clothes because I want to support her,” said journalist Mel Barrett from Maryland.
Cynthia Agyeman-Anane, a Maryland therapy practice owner, praised Townsend’s courage to “step out and trust herself.” As a mom, business owner, and Black woman, she relates to Townsend’s journey. This connection demonstrates the brand’s potential to reach audiences beyond traditional tennis fans.
