In the Jan. 10 season two release of “Break Point” on Netflix
Lorenze, who launched the brand in 2021, has become a brand herself, considered an influencer in the tennis space, but one that blurs tennis-only lines as she continues to craft her own business niche traveling the world and going behind the scenes at the major tennis events with Paul.
It has all added up to Lorenze, 25, growing Dairy Boy with the opening of a Los Angeles headquarters this month, appearing on Netflix and partnering with the likes of Prada and Farfetch
“Brands are interested in the interaction between sports and fashion,” Lorenze tells me ahead of her flight to Australia. “They see me as someone going to these matches and creating high-quality content. Tennis is having its moment. It is exciting to be able to do all these things and make the most of every opportunity.”
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Lorenze grew up in Vermont and Connecticut, loving horses and training as an alpine skier. She studied design in New York City and grew her following on social media after getting connected into celebrity circles. But tennis wasn’t a part of her early business story—she does remember growing up watching the majors with her mom on television—and Dairy Boy started in 2021 without a hint of tennis. That changed when Lorenze met Paul at the U.S. Open. The two have dated for over a year and a half and tennis has become central in Lorenze’s life and business.
“I love being on the tennis tour (with Paul),” she says. “Sports have always been a big part of my identity and who I am. I was a ski racer my whole life. I thrive in a competitive environment and the people (in sports) are passionate.” It comes as no surprise that Lorenze was able to combine her love of sports with business.
As her relationship grew with Paul, she says she didn’t want to just be a “WAG” (wives and girlfriends), instead focusing on the business opportunities that came with her visibility. “I love covering tennis on my social media because it is exciting, it is such an incredible sport,” she says. “It is really hard traveling as much as we do, but I’m bringing a new audience, a younger audience to tennis. It has motivated me, and I get to be at these incredible places, but also run my business and support Tommy. I’ve made it my own job too.”
Paul says he knew from when he first met her she was going to be successful. “It is no surprise to me that Paige has been able to grow both her personal brand and Dairy Boy to where it is now, I’ve seen how hard she works whether in in her office or on the road with me,” he tells me. “Paige is always working, and she loves what she does. It’s been very exciting to see her brand’s expansion and growth.”
Her connection to the behind-the-scenes life and her visibility has larger brands interested. At the Australian Open in Melbourne, which begins Jan. 14, Lorenze will partner with Prada, allowing her to create fashion content while at the tournament. She has signed with WME and plans to align herself with partners interested in her ability to “bring more eyes to the sport.”
“Going to these matches has inspired me to work with fashion brands and dress up for these matches,” she says, “show I can do both. I adore being outside and being sporty, but I also love being fashionable. I wouldn’t be dressing up if it wasn’t for tennis and I am grateful for that. It has inspired a love for the intersection between sports and fashion.”
Her engagement on social media triples during the year’s four major tennis events, giving her a unique calendar to base her business around. From working with the likes of Prada or the excitement that surrounded the 2023 Dairy Boy pop-up in New York, her ability to draw from outside traditional tennis fans gives her a unique angle.
“I am capable of so much more than being a WAG,” she says. “It is exciting, it is motivating, and there is always something new. We are already at these tournaments, and I hope I can contribute to tennis in a positive way and inspire other women (on tour) to utilize the unique life we live and platforms we have.”
Paul says the hard work makes him proud of her. “She event motivates me,” he says. “I love having a partner that is so hard working and positive. It’s contagious.”
As Lorenze, who now lives in Connecticut, continues to develop Dairy Boy—named originally to encourage people to live a simple life instead of aimlessly following internet trends such as not drinking dairy—it now features both apparel and home collections. She anticipates growing the brand’s connection to the sport. With the success of the 2023 pop-up, Lorenze expects more slam-inspired collections this year and she’s already planning another NYC event.
“It was really cool because I was really in New York for the U.S. Open and it aligned with my personal brand,” she says, noting that it was a great opportunity to meet face-to-face with fans and that tennis-inspired looks are always the first to sell out. “We are planning on doing it bigger, creating a pretty amazing experience for the customer.”
“My fashion week,” she says, “is the grand slams.” Netflix has noticed. So has Prada. Tennis is helping build the Paige Lorenze brand.
