Lululemon Becomes Official Outfitter of BNP Paribas Open in Landmark Tennis Deal

When Lululemon Athletica Inc. stepped onto the tennis court as the official outfitter of the BNP Paribas OpenIndian Wells Tennis Garden, it wasn’t just a uniform swap—it was a seismic shift in how premium athletic brands engage with elite sport. The deal, announced on November 7, 2025, replaces Fila as the tournament’s apparel and footwear partner, effective March 2026. And this isn’t a minor sponsorship. Lululemon will dress over 2,000 volunteers, officials, and ball crew members. It will open a dedicated retail and fan activation space in the Indian Wells Tennis Garden’s Retail Courtyard. And it’s launching a co-branded collection that fans can touch, try on, and buy—right where the action happens.

A New Era for Tennis Paradise

The BNP Paribas OpenIndian Wells Tennis Garden has long been called "Tennis Paradise"—not just because of its desert setting and palm-lined courts, but because of the way it blends world-class competition with an almost resort-like vibe. Top players like Iga Świątek and Carlos Alcaraz don’t just come to play here; they come to be seen. And now, they’ll be dressed in Lululemon.

"Lululemon is a natural partner," said Philippe Dore, Chief Marketing Officer of the BNP Paribas Open. "From their high-quality apparel to their focus on performance, Lululemon shares our passion for excellence and delivering memorable experiences. Together, we’re excited to enhance the world-class atmosphere that makes Indian Wells such a special destination for players and fans each March."

The timing couldn’t be more strategic. Lululemon has spent the last three years quietly building its tennis credibility—not with billboards, but with athletes. Since 2022, it’s sponsored Canadian rising star Leylah Annie Fernandez, a former US Open finalist known for her fiery baseline play and signature neon-green gear. In January 2025, it added American fan favorite Frances Tiafoe to its roster. Both athletes have been testing prototypes, giving feedback on fabric stretch, sweat-wicking performance, and even the placement of seams on tennis skirts and shorts. That’s not marketing—it’s product development with real stakes.

From Yoga Mats to Grand Slam Courts

Remember when Lululemon was just the brand your yoga instructor wore? That’s ancient history. In 2025, the company opened a pop-up retail space at the US OpenArthur Ashe Stadium—and sold out of its tennis line in three days. That success didn’t go unnoticed. By February, it had signed Lewis Hamilton, the seven-time Formula 1 champion, as its biggest global ambassador. Then came deals with the NFL and NHL, with Fanatics reporting the best non-jersey launch in Lululemon’s history.

This isn’t random expansion. It’s a calculated pivot from athleisure to performance. The company’s tennis gear isn’t just stylish—it’s engineered. Moisture-wicking fabrics with laser-cut ventilation. Four-way stretch that doesn’t bind during a serve. Anti-odor tech that survives three-day tournaments. And yes, there’s a reason the leggings don’t ride up. Athletes demanded it. Lululemon listened.

What Fans Will See in March 2026

At the BNP Paribas OpenIndian Wells Tennis Garden, fans won’t just see Lululemon logos on volunteers’ polos. They’ll walk into a new retail space in the Retail Courtyard—a dedicated Lululemon zone with interactive tech, athlete meet-and-greets, and a live tailoring station. There’s also talk of a "Lululemon Day," where ticket holders get exclusive access to limited-edition drops and on-court styling sessions.

And the merchandise? It’s not just branded apparel. It’s a collection designed by Lululemon’s tennis team, with input from Fernandez and Tiafoe. Think: performance shorts with hidden phone pockets, reversible tennis skirts, and moisture-wicking hoodies that double as post-match loungewear. Prices will range from $48 for a tank top to $225 for a full match set. No cheap knockoffs. No mass-produced polyester. Just premium gear, made for players who move like athletes, not just people who want to look like them.

Why This Matters Beyond Tennis

This deal signals something bigger: the blurring of lines between sport, lifestyle, and commerce. Lululemon isn’t just selling clothes—it’s selling an identity. The brand now owns the moment when an athlete transitions from competition to recovery, from sweat to self-care. And by partnering with a tournament as prestigious as the BNP Paribas OpenIndian Wells Tennis Garden, it’s claiming a seat at the table alongside Nike and Adidas in the high-stakes world of tennis sponsorship.

What’s more, the deal was negotiated directly—no agency, no middlemen. That’s rare in professional sports. It means both sides moved fast, trusted each other, and aligned on vision. That kind of alignment doesn’t happen by accident.

What’s Next?

Lululemon plans to announce the full co-branded collection by January 2026, with early access for ticket holders. The company is also rumored to be testing a digital fan app tied to the tournament—think: augmented reality try-ons and real-time gear recommendations based on player matches. And while the deal is multiyear, insiders say the first year’s sales targets are already set: $15 million in direct retail revenue from the Indian Wells event alone.

For fans, it’s a chance to wear what the pros wear—not as a trend, but as a performance tool. For Lululemon, it’s the ultimate validation: tennis, once seen as a niche sport for its brand, is now central to its global identity.