The 2024 US Open came as a blessing for American ATP stars. Along with giving them a stage to boost up alongside each other, the top-ranked pros also received glittering opportunities worth thousands of dollars to solidify their collaboration portfolio. However, these offers were not just limited to the pros like Tommy Paul, Taylor Fritz, and Frances Tiafoe but also their girlfriends, who are now pursuing a career in the world of social media and business.
The popular social media influencer Paige Lorenze has not shied away from saying that her relation to the tennis world has overwhelmingly favored her career. “I would be lying if I said that tennis hasn’t affected my income; on the brand deals side of things, it’s made my content more valuable,” Lorenze told Forbes. While she already had a huge following before being associated with tennis, Lorenze says the reason brands are specially attracted to her is because of her close ties with the sport. “I think it’s being adjacent to the sport that brands really like,” she added.
This association has brought forth many opportunities for Lorenze. One of the most visible and high-profile of such deals is her appointment by the Miami Open as its “Chief Lifestyle Officer.” This was in part, not just a strategic move by the tournament to further assert her leadership, but to also leverage her status as a lifestyle brand. Lorenze has found a way to make this work in her favor with ventures she’s launched such as American Charm. This is a home and lifestyle products company that largely sells in-person and leverages its founder’s online following.
Lorenze is not the only influencer who operates this type of set-up. Her friend, Broomfield, began creating content to feed her business, which supports youth athletic initiatives. Both Lorenze and Broomfield say that while they’re in New York to support their romantic double partners, the next two weeks are also a critical point in their own careers. The increasing profit potential of influencer marketing has hit the radars of talent managers and agents, who are pushing clients toward more reliable, long-term deals.
Lorenze’s model works for this general strategy. Earlier this year, she signed with WME, helping her secure multiyear agreements with brands like Target, Dove, Saint James Iced Tea, and Wella. The popularity of web movements like ‘Get Ready With Me’ and ‘Week in the Life’ videos has further amplified the appeal of Tommy Paul’s influencer girlfriend. Forbes reports that she’ll be earning up to $3 million this year, leading the list of influencers set to receive a seven-figure paycheck.
Paige Lorenze, the founder of Dairy Boy, recently bought a house in Connecticut that she describes as “charming.” After spending two years in a rental, Lorenze is excited to make this house her own, and she’s personally taking on the task of decorating the interiors. “I love that it’s a love letter to the suburbs,” she told NYLON, adding how much she appreciates the natural light and the overall charm of the place. Lorenze is so excited about the house that she never gets tired of highlighting its charm, saying, “I just love the charm. To me, that’s something you can’t even buy.”
Besides her booming profession in the fashion industry, Lorenze is now expanding her creative talents into the world of home decor. Her latest venture, American Charm, brings out the essence of New England’s cozy, shabby-chic style with pastel gingham and floral patterns reminiscent of Laura Ashley. These designs are even available in sizes that fit college dorm mattresses, allowing young women to bring a touch of elegance to their spaces. “I’m such a homemaker myself that being able to offer that to girls and to give my community this opportunity to romanticize their space … is such an honor to me.” Lorenze shared.
Lorenze continues to diversify her portfolio in the business world. With an aura that the American youth has started consuming on a daily basis, she continues to grow with no holds barred on her.
