At the 2025 US Open, where the champagne flows and the caviar is scooped by the spoonful, the luxury lounge making headlines is serving a different kind of indulgence, altogether: yogurt.
FAGE, the heritage Greek yogurt brand, is reimagining its role as the official yogurt of the US Open by creating the FAGE Yogurt & Tennis Club, an exclusive world that feels less like a brand activation and more like stepping into a private members’ tennis club.
On the grounds, guests can immerse themselves in an exclusive club setting that’s refined, elegant and distinctly FAGE. Upon stepping inside, visitors receive a complimentary chilled yogurt and a brief respite from the hustle and bustle of the tournament outside. While most activations lean on signage and samples, the FAGE Yogurt & Tennis Club is a fully realized experience, complete with tastings, cocktails and Insta-worthy moments aplenty.
But the true surprise is behind the doors of Arthur Ashe Stadium. The VIP luxury suite, styled as an elevated tennis locker room, offers an intimate retreat for celebrities, influencers and press. Lockers are styled with FAGE tennis props and a silver “FAGE on Ice: Fueling Champions” trophy display, while a mirror etched with the phrase, “You’re Serving Looks” is the suite’s most-captured viral photo-opp. At the center of the experience is the FAGE yogurt flight tasting, featuring recipes carefully curated to showcase the versatility of yogurt, including television personality Joey Graziadei’s favorite “Sweet Like Joey” flight, made with yogurt, honey, walnut and cinnamon.
With appearances from model Elsa Hosk and Graziadei, the suite has quickly become one of the most coveted stops of the tennis tournament, held each year summer in New York. At the US Open, FAGE proves that sometimes luxury isn’t about extravagance. It’s about elevating the simple into something totally unexpected.