LONDON — In a move that has left the tennis world both amused and intrigued, former French Open champion Jelena Ostapenko has launched a startlingly affordable online store, selling off a range of personal belongings for as little as £4. This from a player who has banked over £14 million in career prize money alone, proving that for the Latvian star, entrepreneurial spirit doesn't take a backseat to on-court success.
The store, which appeared on the popular resale platform Vinted, features an eclectic mix of items from Ostapenko's wardrobe, including designer dresses, high-end athletic wear, and casual outfits. While some pieces are priced to reflect their luxury brand origins, a significant number are listed for a mere few pounds, making a slice of a Grand Slam champion's life accessible to fans and bargain hunters alike. A vibrant pink dress was snapped up for £4, while a black cocktail dress went for £5.
From Centre Court to Clearance Rack
Ostapenko, known for her fearless and powerful playing style that catapulted her to the 2017 Roland Garros title, is now demonstrating a similarly direct approach to commerce. The 26-year-old isn't just offloading old clothes; she's engaging with a global community of second-hand shoppers. Fans have flocked to her profile, leaving comments and questions, to which Ostapenko has been personally responding.
One fan inquired about the authenticity of a pair of Nike leggings, to which Ostapenko replied with characteristic bluntness, "Of course they are real, I am a professional tennis player." This hands-on approach has endeared her to followers, transforming a simple clearing-out of clutter into a unique fan interaction platform. It’s a far cry from the often-curated and distant social media presence of many modern athletes.
The decision to sell items for such nominal amounts seems to be less about the money and more about practicality and connection. In a sport where athletes are constantly traveling the globe, minimizing baggage is a perpetual concern. For Ostapenko, this is a pragmatic solution that also allows her to engage with her supporters on a personal level, offering them a tangible piece of her world.
A Pattern of Savvy Entrepreneurship
This isn't Ostapenko's first foray into off-court money-making. The Latvian has built a reputation for being financially astute and unafraid to explore diverse revenue streams. Her career earnings are substantial, but she has consistently shown an interest in supplementing her income through ventures that leverage her fame and personality.
Her business endeavors include:
- Brand Endorsements: Long-standing partnerships with major brands like Adidas and Lacoste.
- Exhibition Appearances: Commanding significant fees for playing in high-profile exhibition matches.
- Social Media Promotions: Leveraging her large following for sponsored content.
- Personalized Merchandise: Selling signed memorabilia and other branded items through her official channels.
A source close to the player commented, "Jelena has always had a very clear understanding of her brand and her worth. She's fiercely independent and has a keen business mind. The Vinted store is just another example of her connecting with people on her own terms and finding a clever way to manage her life on tour."
The Financial Reality of Professional Tennis
While Ostapenko's £14 million in prize money places her firmly in the sport's financial elite, it's a common misconception that all top players are set for life. The costs associated with being a professional tennis player are extraordinarily high. A significant portion of prize money is allocated to a extensive team and travel expenses.
A typical breakdown of a top player's annual expenses includes:
- Coach: Can cost over £50,000 per year.
- Physiotherapist/Trainer: Another £50,000+ annually.
- Travel & Accommodation: For player and team, often exceeding £200,000.
- Equipment & Stringing: Though often sponsored, still a considerable cost.
- Agent Commissions: Typically 10-20% of prize money and endorsements.
Therefore, a player's take-home pay is a fraction of their official earnings. This financial reality makes off-court ventures not just a luxury, but a necessity for long-term financial security. Ostapenko's entrepreneurial efforts, from high-value endorsements to a £4 dress sale, demonstrate a comprehensive strategy for wealth building.
Fan Reaction and Industry Perspective
The public reaction to Ostapenko's Vinted store has been overwhelmingly positive. Fans have praised her for being "down-to-earth," "relatable," and "smart." One fan tweeted, "Ostapenko selling her clothes for a fiver is the most iconic thing I've seen all week. Queen of sustainability and budget fashion."
From a marketing perspective, this move is a masterclass in personal branding. It humanizes a athlete who is often portrayed in the media solely for her fiery on-court demeanor. By engaging directly with fans over the sale of a used sweater, she builds a deeper, more authentic connection than any corporate-sponsored social media post could achieve.
A sports marketing analyst noted, "What Ostapenko is doing is genius. She's controlling her narrative, engaging her fanbase directly, and generating positive press—all while cleaning out her closet. It's a low-effort, high-reward strategy that many athletes' PR teams would kill for."
More Than Just a Side Hustle
Ultimately, the story of Jelena Ostapenko's £4 dresses is about more than just a tennis star making a few extra pounds. It's a testament to her independent character and pragmatic approach to life on the professional circuit. In an era where athletes are often treated as brands to be managed, her unfiltered and direct engagement is a refreshing change.
It underscores a fundamental truth about modern athletes: their careers, while lucrative at the top, are finite. The smart ones, like Ostapenko, are always thinking about the next point, the next tournament, and the next opportunity—whether it's worth a championship trophy or just a few quid from a pre-loved dress.
As she continues to compete at the highest level, her Vinted store stands as a quirky but powerful symbol of a champion who is equally fierce in managing her career and her finances. She proves that you can be a Grand Slam champion worth millions and still appreciate the value of a good bargain and the joy of a clear closet.