lululemon Celebrates a Landmark First Year as Official Outfitter of the BNP Paribas Open at Indian Wells

Lululemon closed out the first year of its multi year partnership with the BNP Paribas Open, serving as the tournament’s Official Outfitter from March 1 to March 15, 2026, at Indian Wells Tennis Garden. The debut activation brought together ambassador competition, a large scale retail presence, and community programming across two weeks at the largest combined ATP Masters 1000 and WTA 1000 event in the world.

On court Presence

Lululemon Ambassadors Leylah Fernandez, Frances Tiafoe, and Ethan Quinn competed at Indian Wells in Lululemon Athlete kits. Tiafoe debuted ShowZero, Lululemon’s first ever sweat concealing technology for high sweat activities, on one of tennis’s most visible stages. The brand also outfitted BNP Paribas Open staff, volunteers, officials, and ball crew throughout the tournament.

Retail and Fan Experience

On site, Lululemon operated two retail locations at Indian Wells Tennis Garden. The flagship was an 8,000 square foot pop up described as the largest physical expression of the brand’s tennis collection in the world, featuring product customization, a La La Land Café, and an interactive photobooth. A co branded product was also available at Tennis Paradise Shop, the tournament’s official retail destination.

Community Programming

Over the March 7–8 weekend, Lululemon ran on site activations led by Ambassadors Akin Akman, Hannah Berner, and Madison Appel, including a Tennis Triple Threat challenge that drew over 900 fans. March 8 was designated Lululemon Day, and tote bags were distributed to fans at the gates, while hats were handed out in Stadium 1, all in celebration of International Women’s Day. Ambassador Ayan Broomfield also hosted Ayan’s Aces, a community initiative focused on diversity and inclusion in tennis.

Why this Matters

Michelle Davies, Senior Vice President Global Sports Marketing Partnerships & Social Impact at Lululemon, said, “The BNP Paribas Open was a powerful example of why tennis is a core activity for 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.”

For Lululemon, the Indian Wells activation is a signal of how the brand is deploying tournament partnerships not just as logo placement, but as full retail, community, and product storytelling moments in front of a tennis audience that skews affluent and brand aware.