From March 1 to March 15, 2026, lululemon made its debut as the Official Outfitter of the BNP Paribas Open, the first year of a multi-year partnership announced last November. As the largest combined ATP Masters 1000 and WTA 1000 tennis event in the world, the BNP Paribas Open welcomed more than half-a-million fans through the gates of the Indian Wells Tennis Garden this year, and millions more tuned in from home.
The tournament showcased lululemon’s high-performance, high-style tennis gear as the company outfitted BNP Paribas Open staff, volunteers, officials, and ball crew. In addition, lululemon Ambassadors Leylah Fernandez, Frances Tiafoe, and Ethan Quinn participated in the tournament wearing innovative lululemon athlete kits, with Tiafoe debuting the company’s latest ShowZero advancement, which is lululemon’s first-ever sweat-concealing technology for high-sweat activities.
“The BNP Paribas Open was a powerful example of why tennis is a core activity for lululemon,” said Michelle Davies, Senior Vice President, Global Sports Marketing, Partnerships & Social Impact at lululemon. “Watching our Ambassadors compete on one of the sport’s most iconic stages showcased what we design for every day: performance under pressure, confidence in motion, and the ability to stay grounded through intensity. We are so grateful to partner with athletes who embody the future of the sport and the values we stand for, and I want to thank our incredible teams for bringing this experience to life.”
Fans could access lululemon's signature line of tournament-exclusive graphic products on-site at the Indian Wells Tennis Garden at two retail locations. lululemon's 8,000 square foot retail pop-up featured the largest physical expression of the company’s tennis collection in the world, with product customization, a La La Land Café, and an interactive photobooth. In addition, lululemon's exclusive co-branded product assortment was available at the Tennis Paradise Shop, the tournament's official retail destination.
Throughout the tournament, lululemon created memorable experiences for its collective. Two hundred lululemon Pinnacle Members were welcomed into the lululemon suite in Stadium 1 and given exclusive access to an elevated viewing experience. In addition, one of the company's newest Ambassadors, Ayan Broomfield, hosted Ayan's Aces, a community dedicated to bringing diversity and inclusion to every space, and especially tennis.
Over the weekend of March 7-8, 2026, lululemon also curated powerful activations for the tournament's attendees. Special programming was led on-site by lululemon Ambassadors Akin Akman, Hannah Berner, and Madison Appel, including a Tennis Triple Threat challenge on one of the practice courts that tested serve speed, precision shots, and reaction time, with over 900 fans participating.
March 8 was “lululemon Day” at the tournament where lululemon tote bags were given to the first 5,000 fans entering the grounds, and later, 3,500 hats were handed out to fans attending the day session in Stadium 1. March 8 also coincided with International Women’s Day, and Michelle Davies represented lululemon on a panel discussing the importance of women in sport and female leadership.
“The BNP Paribas Open offers an incredible opportunity for our team at lululemon to bring the passion we feel for our guests and brand, and the love we have for tennis to one of the most prestigious tournaments in the world,” said Frank Ha, Vice President, Strategic Partnerships at lululemon. “We look forward to building on this exciting momentum together in the coming years."
