Lululemon’s Growth In Tennis: A Collaboration With Leylah Fernandez

When Canadian tennis star Leylah Fernandez walks onto the U.S. Open courts in New York, she’ll do so with a completely new perspective from apparel maker Lululemon. It all comes thanks to the collaboration between the company and the player as the popular Canadian brand continues its growth in the sport of tennis.

“Growing up, my parents always said to be unique, be your own self, just have fun on the court,” Fernandez tells me. “I think clothes kind of give you that sense that you can be yourself, you can express how you’re feeling. Being part of the Lululemon family is a huge honor, a big opportunity. Not many players wear the same clothes as me, to feel that type of uniqueness as I step on the court.”

For the 2024 U.S. Open, Fernandez—age 21 and world No. 25—steps away from her traditional Lululemon look of a scoop-neck crop top and high-waisted skirt that she’s worn since signing with the brand in 2022. This event calls for something fresh, a dress the brand has been working on for over a year.

“My personality is evolving,” she says about the reason for the change. “I am seeing more what I enjoy, what I like. I also like being a little more open-minded. When I was younger, I never wanted to wear dresses, it was a big no for me, but this past year, I’ve been trying out the samples and been falling in love with what Lululemon has been sending me.”

As Fernandez goes, so goes the retail direction of Lululemon tennis. Michelle Davies, the brand’s vice president for global sports marketing and partnerships, tells me that what fans see on court “absolutely influences” in-store buying patterns. As in past years, Lululemon will transform its flagship New York 5^th Avenue store into a tennis celebration during the U.S. Open, complete with large photos of Fernandez. “People get excited and want [the new product] now,” Davies says.

The addition of the Fernandez Varsity Scoop-Neck Tennis Dress—this colorway in white with baseline stripe pleats in storm teal—offers more than just a departure from the crop top and skirt, but a full extension of the tennis line and colors, part of the fresh perspective for both the player and the brand.

To build more colors and patterns into the brand’s tennis gear, the U.S. Open look, which Davies calls reflective of the fall, includes stripes through the pleating of the dress. “It gives Leylah an opportunity to show her personality,” Davies says. “Because she’s our only Lululemon athlete, she gets to go out and be the only one wearing this thing. It is dropping right in time with the U.S. Open.”

Fernandez is excited about the change. “It is going to be fun,” she says, adding she hopes to work more dresses into her rotation. “There is going to be nice paintbrushes through the dress. I am excited to show Lululemon is not only making two-pieces, but also making a dress that is fun to play in, that is breathable and that makes us feel confident and comfortable on the court.”

The dress will come in a mixture of colors—all with a collegiate vibe to it—available at retail, and based on the look Fernandez wears in New York. Seeing fans wearing her on-court outfits adds a special element. “I’m always happy when I see fans wearing the same outfits I am wearing,” she says. “It feels like, ‘Oh, wow, the outfit is so beautiful that the fans want to wear it.’ I think it gives us a topic to talk about, to find a way to connect with them.”

The Fernandez item that has proven most popular at retail was her 2023 U.S. Open kit, which included a V-Waist Mid-Rise Tennis Skirt and V-Waist Cropped Tennis Tank in the “Night Sea” colorway. Top sellers from the women’s tennis lineup are the Lightweight High-Rise Relaxed Short, Varsity High-Rise Pleated Tennis Skirt and Lightweight High-Rise Tennis Skirt.

Even outside the court, Fernandez is awash in Lululemon, whether travel day sweatpants and hoodies or items from the brand’s golf line for dinners. “They are going into more lifestyle product and that is extremely exciting,” she says. “I can’t wait to see how much that side of the Lululemon brand grows.”

Taking feedback directly from Fernandez has already proven instrumental in growing the tennis lineup, Davies says, a roster of product gaining additional in-store placement.

Fernandez says that from a technical aspect she’s really worked with the team to find breathable fabrics, so she feels light and not bogged down by sweat. “The Lululemon team has been amazing,” she says, “they listen to what I have to say. They changed the materials to come up with a different fabric. They take what I have to say and put it in the next line immediately. I don’t wait three, four, five lines later. They make it happen.” There’s more. Based on her feedback, the design team shortens skirt lengths for Fernandez (they also took a 3D scan of her body to specially craft her on-court gear), has tweaked straps on tops to help keep her—and consumers—more comfortable on court and changed ball pocket designs.

“She gives such great feedback,” Davies says. “For designers focused on creating best-in-the-world tennis apparel, her feedback is so beneficial.”

Based on conversations with Fernandez, Lululemon has also played with tweaking lines and cutouts on tops and is working to employ colors and prints, all designed to give players the ability to showcase personality.

Growing a relationship for more than two years makes it happen. Fernandez says she’s gotten more comfortable in giving criticism and opinions and the team is eager to hear it and adjust. Through it they’ve built a stronger relationship—both on and off the court—which she says makes the business relationship something that feels like family.

“We are so happy working with Leylah,” Davies says. “She is so much fun to work with and someone who is really influencing the next generation coming up in tennis.” Lululemon hopes to have an even greater influence on that generation. Already they’ve signed 20-year-old American Ethan Quinn on the men’s side and have hopes to add another male player to the lineup and possibly another young female player.

“You are going to continue to see more,” Davies says about Lululemon’s interest in tennis. “You will see more on the men’s side, which we are super excited about. We are definitely going to keep our foot on the gas and 2025 is going to be really exciting.”