Dove Brings Beauty, Style and Tennis Together at the 2026 US Open

Dove is returning to the US Open with a campaign that leans directly into one of the tournament’s biggest cultural shifts: tennis is no longer just about what happens between the lines. 

The beauty brand is back for a second year as a sponsor of the US Open, using its new “Don’t Sweat It. Make A Racket.” platform to connect tennis with fashion, confidence, beauty and fan culture.

That positioning feels especially timely as the US Open continues to evolve into one of the most style-driven sporting events on the calendar. From player fashion to courtside looks, sponsor activations and social media, the tournament has increasingly become a place where sport and culture overlap. Dove’s campaign is built around that crossover.

At the USTA Billie Jean King National Tennis Center, the brand will operate the Re[set] Club by Dove, a refresh space where fans can cool down, touch up and get ready for the next stretch of matches. The activation will feature Dove Advanced Care products, beauty and style essentials, and interactive photo opportunities designed around the energy of the tournament.

Photo credit: Dove

The brand is also placing a major emphasis on US Open fashion through its “Don’t Sweat Your Fit” initiative. Dove is working with photographer Tyrell Hampton and Johnny Criollo of Watching New York to capture the looks and personal style that have become part of the US Open experience.

That visual focus ties directly into Dove Invisible, a product line designed to provide sweat and odor protection without leaving white marks on clothing. The message is simple: fans should be able to wear their boldest tournament looks without worrying about what happens once the New York heat kicks in.

Dove is extending the campaign into social content as well. Its “Racquet Report,” produced in partnership with the USTA, will highlight fashion, fan reactions and the conversations that make the US Open feel different from a traditional sporting event. Comedian Carly Aquilino will be on the grounds interviewing fans and capturing some of the personality surrounding the tournament.

The campaign will also stretch beyond New York. Dove plans to activate at women-owned sports bars around the country during the women’s final, covering complimentary food and drinks for fans while celebrating the continued growth of women’s sports.

“The heat of the US Open comes from the fans just as much as the matches,” said Kevin Tolson, Head of Dove & SheaMoisture Deodorants at Unilever. “We want to encourage everyone to ‘make a racket’ in their own way.”

The campaign is another example of how major consumer brands are using tennis as a lifestyle platform rather than simply a sports sponsorship opportunity.

For Florida Tennis readers, that trend is becoming increasingly familiar. Beauty brands, fashion labels, beverage companies and luxury sponsors are all finding ways to tap into the sport’s image, audience and cultural momentum. The US Open, with its mix of celebrity, nightlife, style and elite competition, has become one of the clearest stages for that convergence.

Dove’s return fits squarely into that evolution.

Instead of simply putting its logo around the grounds, the brand is trying to become part of how fans experience the tournament, from what they wear to how they refresh between matches and how they share those moments online.

At a Grand Slam where the crowd has become nearly as photographed as the players, that may be exactly the point.

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By Florida Tennis Staff. Source: Dove. Photo credit (top): Tom McKee.

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