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Tennis player Sofia Kenin inks multiyear activewear deal with FP Movement

By Olivia Green
Kenin joins FP Movement as its first-ever multiyear brand ambassador and will have creative input in their tennis productFP MOVEMENT

Tennis player Sofia Kenin struck a two-year sponsorship deal with FP Movement, introducing Free People’s activewear line to the tennis world. Free People & FP Movement CMO Jack Reynolds said Kenin’s “continuous hard work, dedication and attitude align naturally with our FP Movement mantra ‘Fitness. Wellness. Happiness.’” Kenin joins FP Movement as its first-ever multiyear brand ambassador. The ’20 Australian Open winner said she has been a "fan of the Free People brand for a while," and forging a partnership with them is “a dream come true.” She noted she will have a "great deal of creative input in their tennis product." As for FP Movement's sponsorship strategy, Reynolds said, “We have a long history of fashion and believe our ability to marry that with performance tested and worn on an athlete like Sofia is a key part of our success.” He added, “We also deeply admire her energy, grit and talent, all of which will be reflected through partnership and product.” Reynolds said prior to Kenin, the company has worked with Olympic Gold medalists, professional golfers, softball players, surfers and even a racecar driver, but Kenin is “our first in tennis and at this elite level.”

DOWN THE LINE: In the future, Kenin said her "ultimate goal" is to "have my own tennis line someday.” She is “eager to help successfully bring awareness about FP Movement into professional tennis.” Kenin: “I love that new and innovative brands like FP Movement are entering our sport and feel honored that they have selected me to represent their brand.” The deal, which started this month and runs until January ’24, makes FP Movement Kenin's only activewear partner. GSE Worldwide, N.Y., helped negotiate this deal. The first campaign will launch next month.

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