When it comes to tennis, the influence of fashion is undeniable. From Roger Federer‘s iconic RF logo to Rafael Nadal‘s signature sleeveless tank tops, the intersection of style and sport has always been a compelling aspect of this sport. As the 2025 Australian Open approaches, players are again preparing to showcase both their skills and unique fashion statements on the court. Amid this buzz, America’s Frances Tiafoe has stepped into the spotlight, leaving his longstanding partnership with Nike for a fresh collaboration with a new brand. Is he also leveling up his fashion game on the court?

Before the American ATP player starts his bid for the season-opening Australian Open against Arthur Rinderknech on 13th January, it is his recent collaboration with a new brand that has been in the spotlight. For the past few years, Tiafoe has been sponsored by Nike – a partnership that would have turned a decade old soon, since its start in 2016. But after nine years of constant support, Tiafoe went his own separate way and connected with the Vancouver-based company Lululemon. The Canadian brand initially forayed into tennis in 2022 by signing WTA young gun, Leylah Annie Fernandez – a collaboration that has been lucrative for both the player and the company.

Reportedly, Lululemon has signed a three-year contract with the ATP No, 17 and made him its newest global ambassador. Tiafoe, who had previously worked with Adidas at the beginning of his career before Nike, seemed excited about this collaboration. “Lululemon is changing the game for apparel by combining high performance and high style. I’m excited to work with a brand that allows me to express myself and look forward to being a part of the creative process both on and off the court,” he said. As the brand’s latest ambassador, Tiafoe will work with Lululemon to test its new performance innovations and products and offer feedback to enhance designs. With Tiafoe’s inclusion, this Canadian brand aims to expand its venture in tennis, adding off-court needs with a new spring collection.

Like Frances Tiafoe’s excitement for this partnership, Lululemon is also thrilled to have the trendy American on board. The brand’s Chief Brand and Product Activation officer, Nikki Neuburger said how “excited” they were to welcome the athlete to their team. She added, “Our ambassadors play an important role in our brand ecosystem. They not only inspire and influence guests around the world, they also directly inform and elevate our performance product through their unique insights and expertise. We look forward to growing our presence in tennis through our partnership with Frances and by continuing to deliver best-in-class apparel.”

Tiafoe’s followers are all set to see him in Melbourne in Lululemon’s bright pink t-shirt and shorts, rocking the court with his sheer brilliance. But before ending their long partnership, Frances Tiafoe wore Nike apparel – a pair of shorts and a t-shirt – one last time for Brisbane. However, goodbyes were already on the way: he had already ditched his signature Nike Zoom GP Challenge. Instead, the ATP star had traded in his Nike sneakers for another brand that surprised his followers.

Frances Tiafoe opts for new kicks, ditching his signature Nike shoes

Frances Tiafoe rocked a new pair of sneakers from K-Swiss, a brand associated with names like Anna Kournikova, as its brand ambassador earlier. He was spotted wearing the brand’s white sneakers highlighted with minimalistic black stripes and laces. Tennis journalist Tim Newcomb shared a picture of Tiafoe on X and confirmed his choice to opt for this brand for the Melbourne Major. “Frances Tiafoe will wear the K-Swiss Ultrashort 4 shoe for the upcoming Australian Open”, he reported.

The K-Swiss brand isn’t new to tennis, having previously associated with the legendary Venus Williams. In 2021, they collaborated and K-Swiss introduced an exclusive collection featuring retro joggers, hoodies, and Williams-inspired Tubes B sneakers. Now, Frances Tiafoe is their latest addition to their roster of sponsored athletes along with Tomas Etcheverry and Andrey Rublev.

Frances Tiafoe’s new collaborations fuel the fraternity’s interest in seeing him in a new look at the Australian Open’s hard courts. Along with that, people are excited thinking if this new partnership motivates Tiafoe to perform better and show his true potential at this Grand Slam event. Do you think he can make it?