When the ESPYS return to New York on July 15, ESPN will introduce a new award alongside its traditional athlete and team honors: Best Tunnel Fit. The fan-voted category joins other new social-first awards, including Best Celebration and Best Sports Card, as part of ESPN’s effort to recognize sports culture “both on and off the field.”
While the category celebrates athletes’ style away from the game, it also reflects the commercial value of athlete fashion. Tunnel walks have evolved from viral social media moments into marketing platforms for luxury brands, agencies and media companies, giving athletes new ways to shape their identities, engage fans and expand brand visibility.
Luxury sports stylist Courtney Mays, who works with clients including Chris Paul, has seen that shift firsthand. For athletes, she said, the tunnel has become more than a place to showcase an outfit. “This is an opportunity to use style as a vehicle for a social message,” she said.
The ESPYS’ Best Tunnel Fit category had narrowed its finalists to Ferrari Formula 1 driver Lewis Hamilton and tennis star Naomi Osaka. Earlier-round nominees included Oklahoma City Thunder’s Shai Gilgeous-Alexander, Cincinnati Bengals’ Joe Burrow, Atlanta Dream’s Angel Reese, Gotham City’s Jaelin Howell, Dallas Wings’ Paige Bueckers and Chicago Bears’ Caleb Williams.
