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Ben Shelton defended his sponsor On, questioning its characterization as a small company. Jack Draper joined Vuori, highlighting non-traditional brands disrupting the industry’s status quo. Upstart brands like On and Lululemon are challenging Nike and Adidas' dominance in tennis apparel by signing top players like Iga Swiatek and Frances Tiafoe. Coco Gauff highlighted fashion's role in attracting new fans to tennis.

Wimbledon witnessed scorching temperatures and thrilling upsets as defending champion Carlos Alcaraz battled to a five-set victory. Numerous seeds fell, including Daniil Medvedev, while British players achieved a historic presence in the tournament. Taylor Fritz's match was controversially halted due to the 11 pm curfew, leaving him frustrated after a remarkable comeback.