The WTA (Women’s Tennis Association) is launching a fashion series. That’s unexpected. The idea comes from fan-first creative agency, Run Deep, and aims to engage a wider audience more deeply with the WTA’s tennis season.

The series, Style Unpacked, expands the WTA’s content offering and features four key players such as Victoria Mboko and Camila Osorio. Tennis and fashion have always been entwined, but looking great both on and off court isn’t easy when you’re an athlete traveling around the world, living out of a suitcase, and focused on performance.

Recognising that modern fandom is built on vulnerability over highlights, the partnership aims to bridge the gap between world-class athleticism and human relatability. The campaign provides a new perspective to the traditional, highly curated “glamour” portraits, with its raw, style-led narrative that prioritises self-expression over industry expectations.

Sarah Swanson, chief brand officer, WTA Ventures, stated, “”Fans follow the WTA Tour all season long to watch WTA players compete and win, but the deeper connection comes from understanding who they are beyond the court. Content like Style Unpacked gives audiences a window into players’ personality, perspective, humor and vulnerability. By showcasing these athletes in conversation, we create moments of relatability and emotional connection, continuing to place women’s tennis in the broader cultural conversation.”

Kicking off with the Madrid Open, four WTA players were paired with a Madrid stylist to help them find their look for specific, off-court moments during the tournament. Andrea Neira fronts the episodes, and while in Madrid, stylist Antonia Payeras was brought in to help curate their looks. The players are also photographed by Sheila Velasco before leaving the studio, creating a suite of assets to be shared across WTA and player social and digital channels. The aim is to repeat this format across the different cities that the players travel to across the season.

In the first episode, Colombian star, Osorio discusses, her own personal style before Payeras goes hunting for some dress options ahead of her red carpet attendance at the 2026 Laureus World Sports Awards.

The players are always at the centre, from creative to production approach. With inclusive, female-first crews, the players felt their best, got comfortable and opened up beyond the expected athlete narratives.

The series was produced with Far Media and will be posted across YouTube and Instagram, as well as WTA broadcast partners.

Credits: 
Brand: WTA
Agency: Run Deep
Production: Far Media
Post-Production: OK Studios
Stylist: Antonia Payeras
Presenter: Andrea Neira