After Frances Tiafoe played his first match in Lululemon apparel at the Australian Open in January, he told me it “felt like a new beginning.” That new beginning has an oversized presence in Indian Wells, one Tiafoe calls “dope,” with a range of larger-than-life activations the Vancouver-based brand is putting behind the new partnership.
As the BNP Paribas Open in Indian Wells gets into full swing, Lululemon is going oversized for Tiafoe, setting up large-scale installations steps form the tournament grounds featuring ginormous tennis props embedded in the sand and even an oversized vending machine near the tournament entrance dispensing limited-edition Big Foe headbands to any fan who has a Lululemon membership.
Lululemon has also put Tiafoe on billboards along Interstate 10 and on advertising inside the Palm Springs airport while completely transforming the brand’s Palm Desert store into a tennis-focused design.
“Indian Wells is one of the most ionic tournaments in the U.S., drawing tennis fans from around the world,” Rebecca Marstaller, Lululemon senior vice president of North America brand marketing, tells me. “As our newest tennis ambassador, Frances embodies the energy, passion and style that make the sport so dynamic.”
Marstaller adds that inviting fans to join them in celebrating this energy and engage with Lululemon along the way is a natural fit. To give it a personal touch, Lululemon is celebrating two key parts of Tiafoe’s on-court wardrobe, his Big Foe chain and a headband. The oversized vending machine near the tournament entrance and at the store dispense the signature headband, branded by Lululemon, of course.
“We love showing up for our ambassadors in ways that feel personal to them and fun for our community,” Marstaller says. “At Waste Management [golf], we created giant hats for fans to follow Min Woo Lee and Max Homa around the tournament. At Indian Wells, fans can get their own Big Foe headbands—a playful way to show their support and tap into the energy Frances brings to every match.”
The oversized photo opportunities and advertising throughout the region offer a glimpse into Lululemon’s growing presence in the sport.
The brand first entered the sport in a big way by signing Canadian tennis player Leylah Fernandez in 2022. The brand has steadily grown its support of tennis with product offerings designed for players of all levels. Lululemon says that a new wave of tennis products coming this spring highlight this even further.
Tiafoe signed with the brand in January, taking to the Melbourne courts in a matching “passionate pink” kit. He admitted he was nervous in his opening-round, five-set match because he didn’t want to lose his debut match with the brand.
“I’m really excited to wear Lululemon on the court,” Tiafoe tells me. “I got to give a lot of input into my look which feels very me and shows off my style. Working with a brand that’s newer in the tennis world is really cool because they care about both performance and style.”
MORE: Lululemon’s Growth In Tennis: A Collaboration With Leylah Fernandez
For the courts at Indian Wells, Tiafoe is wearing the Striped Mesh Tennis Short Sleeve and the Striped Mesh Tennis Short 7” Linerless, both in starch blue. He’ll also have a custom arm sleeve in lavender and white and his signature headband. Fernandez will wear the same starch blue color as Tiafoe with her Power Pivot Training Tank and Perforated Narrow Waistband Tennis Skirt.
Now fans watching Tiafoe may also be donning his Big Foe headband, thanks to a desert splash from Lululemon.
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