“The AO is something that connects really well with New Balance because the mix of sport and culture they have is incredible,” Evan Zeder, New Balance director of global sports marketing for tennis, tells me. “I think the AO is a perfect mix and it is just a big party.”

Australian Open is showcasing a crop of young men's players who are better equipped for the changes in tennis than their elders.

Iga Swiatek, of Poland, plays a backhand return to Rebecca Sramkova, of Slovakia, during their second round match at the Australian Open on Thursday in Melbourne.