The evolution of Naomi Osaka from tennis player to cultural icon

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Naomi Osaka’s New Year’s resolution was to be “unapologetically myself”.

“I just want to confidently stand with the decisions that I make,” she said on the eve of the Australian Open.

Osaka wasn’t kidding.

The four-time major champion has delivered the most captivating moment of the Open so far; one that transcended the tennis.

Whatever happens in her third-round match against Australian qualifier Maddison Inglis on Saturday night, the Open is unlikely to get a moment bigger than her bold first-round entrance in a flowing ensemble with jellyfish vibes and a butterfly motif fixed delicately to a wide-brimmed hat. Two nights later, her heated exchange with Sorana Cirstea served as a reminder of the competitive fires within.

Tennis has never seen anyone quite like Osaka. Even though she’s paid homage to icons who came before her, like Serena Williams, Maria Sharapova and Bethanie Mattek-Sands, Osaka is one of them. At last year’s US Open, her sparkly custom-made Labubu dolls went viral.

The 28-year-old is as much a cultural figure as she is a tennis player, which is obvious given the international interest and intrigue she generates every time she steps on court.

Naomi Osaka steps out at the Australian Open wearing an outfit inspired by jellyfish with a touch of butterfly. It was designed by the player, couturier Robert Wun and Nike.

Not that Osaka would know, given she’s mostly offline during the tournament, but she couldn’t help be aware of the ripples she created with her performance on Tuesday.

“People talk to me about it. I realise that people like it because when I come onsite other players want to talk about it,” Osaka said.

“But for the most part, when I play a slam, I don’t really go online like that. I’m really glad that people like it. I’m glad that Nike wasn’t mad at me.”

Naomi Osaka’s jellyfish-inspired Nike kit.

The outfit, designed by Osaka with Hong Kong-born, London-based designer Robert Wun and her sponsor Nike, is a continuation of the new Osaka phase that began last year.

Tennis is no longer just about turning up to hit a ball – and all the pressure that comes with striving for the seven wins needed to lift the trophy at a grand slam – it’s also about the theatre and performance that comes with being centre stage. Increasingly, we’re starting to see Osaka become more comfortable and confident to explore and parade those parts of herself.

“When I was 13, I went to Japan for the first time. I went to Harajuku. It felt like people could be themselves with their clothes,” Osaka said.

“For me, I feel like when I step on the court, I’m not the me that you’re talking to right now. I would never yell, ‘c’mon’ that loud in a normal setting.” (Osaka’s second round opponent Cirstea appeared to have been annoyed that she was pumping herself up and yelling “c’mon” between first and second serves.)

“I almost feel like I’m a Barbie that dresses up and goes on the court and does something. When I come back in the locker room is when I’m like my true quiet Naomi,” Osaka said.

For some players, it would be a distraction. For Osaka, it’s an expression, and another way for her to enjoy the sport that has given her so many highs and lows.

“For me, I just feel like I want to do things that create joy and happiness,” she said.

“For me, obviously I really love fashion. That makes me excited to wake up and do the whole walk-on or whatever. It just creates a little bit more joy in that whole match preparation.”

For that reason, Osaka’s show-stopping outfit was the perfect metaphor for her career and evolution.

The butterfly – a tribute to the one that landed on her face when she won the Australian Open in 2021 – is a symbol in itself, as Osaka emerges from her cocoon as the person and player she wants to be, even if that person isn’t winning grand slams right now.

The Osaka of 2026 is very different to the teenager who turned pro at 16, and who started playing grand slam tournaments a year later.

And, after all the victories, tears and time off, Osaka has captivated Australia once more, five years after she was last champion here.

Japan’s Naomi Osaka holds the Daphne Akhurst Memorial Cup after defeating United States Jennifer Brady in the women’s singles final at the 2021 Australian Open tennis championship in Melbourne.

A win on Saturday would be her best result at the Australian Open since she won the tournament in 2021.

Her run to the semi-finals at the US Open last year, where she lost to Amanda Anisimova, was her best performance at any grand slam since her 2021 victory in Australia.

She doesn’t say how far she thinks she can go at Melbourne Park this year.

“She’s [Inglis] obviously in this third round, so she deserves to be here. She’s going to be a really tough opponent. I don’t think there’s anyone in a slam that’s not a tough opponent,” Osaka said of her upcoming match.

“I guess we’ll see.”

So, what’s next in the Osaka evolution following a dressed-down version on Thursday night?

“My simplified look is very extra for some people,” Osaka said.