FP Movement has announced the signing of Emma Navarro, a prominent American tennis player ranked No. 15 in the world, to its growing roster of Women’s Tennis Association (WTA) players. This partnership positions Navarro as the highest-ranked athlete for the activewear brand, underscoring its commitment to investing in tennis.
Significance of the Signing
Jack Reynolds, Chief Marketing Officer of Free People, highlighted the importance of this partnership. He stated that tennis provides an exceptional platform for innovation, benefiting the brand’s entire range of performance lines, including running and studio apparel. Collaborating with athletes enhances credibility and reinforces FP Movement’s status as a leader in women’s sports.
Changing Sponsorship Landscape
The signing of Navarro reflects a larger trend within the sponsorship landscape in tennis. Traditional brands like Fila and Sergio Tacchini are giving way to newer activewear companies such as FP Movement, Lululemon, and Vuori. These emerging brands are attracting players with:
- Higher compensation packages
- Greater creative control over personal branding
This shift allows players to express their individual styles while benefiting brands with cultural relevance and direct consumer engagement.
Navarro’s Design Collaboration
Navarro expressed her excitement about working with FP Movement, emphasizing the personal touch she brings to her sportswear designs. During her initial photo shoot at the LTP Tennis Center in Charleston, Navarro shared her enthusiasm for the outfits she will wear on court. She stated, “I’ll be wearing outfits that I worked on designing… I’m excited for people to get a better sense of my style and personality through that.”
Featured Tennis Styles
With this announcement, FP Movement unveiled two new tennis apparel styles inspired by Navarro’s on-court looks:
| Style Name | Description |
|---|---|
| Crossover Set | Periwinkle racerback tank with a black skirt, featuring a decorative half-zip vest for the Australian Open. |
| Comeback Set | Classic white T-shirt paired with a ruffled skirt embellished with navy detailing. |
Navarro’s Connection to FP Movement
Navarro revealed her long-standing connection to FP Movement, having worn the brand even before engaging in discussions about a partnership. She appreciates the combination of functionality and style that FP Movement offers. “I think they do a really good job of making stuff that’s functional and good for performance but also really cute and feminine,” she remarked.
The signing of Emma Navarro is a significant move for FP Movement as it continues to build its reputation in women’s tennis. This partnership reflects both brand innovation and evolving market dynamics.
