Frances Tiafoe has been named an ambassador for Lululemon. The announcement comes as the brand continues to expand its presence in professional sports.
Tennis’ world number 17 will work with the brand to test and inform new performance innovations and product designs and will debut the collaboration at the Australian Open this week. The tournament, one of tennis’s four Grand Slams, draws over 800,000 spectators annually.
“Lululemon is changing the game for apparel by combining high performance and high style,” he told WWD. The athletic apparel industry has seen a 15% growth in performance-focused clothing over the past year.
“I’m excited to work with a brand that allows me to express myself and look forward to being a part of the creative process both on and off the court.” This collaboration follows Tiafoe’s impressive career trajectory, including reaching the US Open semifinals in 2022.
Lululemon – who also have Leylah Fernandez as an ambassador – will reveal new pieces this spring, for both on and off the court, and are excited to continue “growing [their presence] in the sport. The company has seen a 30% increase in tennis-related product sales since 2022.
“We’re so excited to welcome Frances Tiafoe to the Lululemon family,” Nikki Neuburger, chief brand and product activation officer, said in a statement. The company’s ambassador program has proven successful, with brand engagement increasing by 45% through these partnerships.
“Our ambassadors play an important role in our brand ecosystem. They not only inspire and influence guests around the world, they also directly inform and elevate our performance product through their unique insights and expertise. Brand ambassador programs have shown to increase consumer trust by up to 40% in the athletic apparel sector.
“We look forward to growing our presence in tennis through our partnership with Frances and by continuing to deliver best-in-class apparel.” The tennis apparel market specifically is expected to reach $4.2 billion by 2025.
At the Australian Open, the sportsman will wear a custom Metal Vent Tech T-shirt and Pace Breaker short in Passionate Pink as well as a custom Sojourn windbreaker jacket. The tournament’s globally televised matches reach approximately 900 million households worldwide.
Selected Lululemon stores and the company’s website will be selling more commercial versions of the outfit. The company’s direct-to-consumer sales have increased by 35% in the past year.
The news comes just over a week after Lululemon signed Max Homa as an ambassador, with the six-time PGA Tour winner joining fellow golfer Min Woo Lee on their roster. This expansion into golf represents Lululemon’s strategic diversification across multiple sports markets.
“Lululemon already takes up most of my wardrobe with workout and lounge apparel, and it feels like a dream come true to have the opportunity to work with such an iconic brand…” Max said in a statement at the time. The athleisure market, combining athletic and leisure wear, has grown by 25% annually since 2020.
“I subscribe to the old saying, ‘look good, feel good, play good.’ When I feel good, it definitely influences how I play.” Research shows that confidence in athletic wear can improve performance by up to 20%.
These strategic partnerships align with Lululemon’s global expansion plans, as the company continues to capture market share in the competitive athletic apparel industry. The brand has seen consistent growth in international markets, with a 40% increase in global sales over the past year.
With tennis participation growing worldwide, particularly among younger demographics, Tiafoe’s appointment as ambassador represents a strategic move to connect with new audiences. The sport has seen a 22% increase in participation among players aged 18-34 since 2020.
