The BNP Paribas Open, a premier event on both the ATP and WTA tours, has announced an exciting new partnership with Lululemon, naming the athletic apparel brand as its Official Apparel and Footwear Partner. This collaboration is set to elevate the overall experience for attendees and participants alike at the renowned tournament held annually in Indian Wells, California.
Philippe Dore, the Chief Marketing Officer of the BNP Paribas Open, expressed enthusiasm about this new alliance, emphasizing Lululemon’s alignment with the tournament’s ethos. Dore stated that Lululemon embodies the essence of what they call “Tennis Paradise,” highlighting their commitment to high-quality products and performance. He remarked that this partnership aims to enhance the world-class experience of Indian Wells, making it even more memorable for players and fans every March.
Among Lululemon’s roster of prominent athletes are Leylah Fernandez, a former finalist at the US Open, and Frances Tiafoe, who has reached the semifinals of the same prestigious tournament. Their involvement in the partnership underscores Lululemon’s connection to the tennis community.
As part of this multi-year agreement, Lululemon will introduce a collection of co-branded merchandise, featuring innovative athletic wear tailored for both on-court performance and off-court style. The BNP Paribas Open will see Lululemon setting up a dedicated retail space within the Tennis Paradise Shop, as well as a separate activation area in the Retail Courtyard of the Indian Wells Tennis Garden.
Over 2,000 individuals, including volunteers, tournament officials, and ball crew members, will be outfitted in Lululemon apparel and footwear, solidifying the brand’s presence throughout the tournament. This marks a transition from Fila, the previous official outfitter, indicating a new direction for the event.
Celeste Burgoyne, who serves as President of Americas and Global Guest Innovation for Lululemon, highlighted that the brand’s core values—community, intention, and connection—are intrinsically linked to the sport of tennis. She articulated that this partnership represents a unique opportunity to engage with their athlete ambassadors and the broader tennis-loving community.
In addition to the merchandise, fans attending the BNP Paribas Open can anticipate a special “Lululemon Day,” scheduled for March 8, adding to the excitement of this tournament. Detailed information about the new collection and other fan-centric experiences will be unveiled as the event approaches, ensuring a rich and vibrant atmosphere at one of tennis’s most beloved venues.
