Marketing and Sponsorship

Leylah Fernandez to headline Lululemon's foray into tennis

Fernandez will transition to Lululemon head-to-toe sometime in '22 as part of the brand's larger foray into footwearYouth Athletes United

Tennis player Leylah Fernandez is now the "face of Lululemon and will help lead the brand's formal push into tennis with her freshly signed sponsorship deal," according to Tim Newcomb of FORBES. Lululemon was "considering signing a bigger name in the space to coincide with the launch of tennis-specific apparel." Lululemon has had a presence in tennis, with the brand's core products "already worn on both" the ATP and WTA tours. But Fernandez "marks the first global ambassador for the brand in tennis, putting her in that core product for the Australian Open." Lululemon plans to launch its first tennis-specific capsule collection for both women and men "this spring, a project the brand has worked on from well before working with Fernandez." At the start of '22, Fernandez "will continue wearing Asics footwear," but "expect to see her transition to Lululemon head-to-toe sometime in 2022 as part of the brand's larger foray into footwear." Fernandez "will gain more say and potentially get some signature colors to complement larger releases." Other Lululemon global ambassadors include Jazz G Jordan Clarkson and Maple Leafs C John Tavares (, 1/11).

YOUTH MOVEMENT: Fernandez also has signed as a brand ambassador for youth sports franchisor Youth Athletes United, which will leverage the partnership via social media, digital class content, local franchise clinics, personal appearances and local franchisee activation. Fernandez will play a role in co-branding clinics and classes for TGA Premier Sports, both in the U.S. and internationally. Additionally, the brand plans to work with Fernandez to help drive more free tennis programs in underserved communities. YAU's brands include Soccer Stars, Amazing Athletes, TGA Premier Sports and JumpBunch (Youth Athletes United).

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