Free People's activewear branch, FP Movement, has officially welcomed American tennis professional Emma Navarro, ranked 15th in the world, to its expanding list of Women's Tennis Association (WTA) athletes. As the brand's most highly-ranked player and an emerging talent who has previously reached the top 10, this partnership unequivocally signals the brand's significant commitment to tennis as a crucial area for overall expansion.
Jack Reynolds, Free People's chief marketing officer, stated, "Tennis offers us an exceptional platform for innovation, which then extends to our other athletic lines such as running or studio wear." He further emphasized, "The athletes help us establish credibility and position ourselves as leaders in women's sports, serving as the ultimate product evaluators."
Navarro previously held an endorsement deal with Fila, a brand of Italian origin now headquartered in South Korea following its acquisition by a Korean subsidiary in 2007. This transition underscores a changing landscape in tennis sponsorships, where established brands traditionally linked with professional tours, like Fila, Sergio Tacchini, and Ellesse, are progressively being replaced by contemporary activewear companies such as FP Movement, Lululemon, and Vuori. According to agents involved in these agreements, the newer brands are providing athletes with more attractive compensation packages and increased creative freedom through customized apparel, thereby assisting them in cultivating their individual brand identities. For the brands themselves, these alliances offer heightened cultural relevance, direct engagement with consumers, and a valuable opportunity to rigorously test performance products within tennis, one of the few individual sports where personal flair truly stands out.
Reflecting on the collaboration, Navarro shared her enthusiasm during her inaugural FP Movement photoshoot at the LTP tennis center in Charleston, her hometown. "It's truly thrilling to collaborate with a brand that empowers me to infuse my personal style into the athletic wear," she expressed. "I'll be competing in outfits I've helped design—attire that makes me genuinely excited and authentically myself—and I'm eager for people to gain a deeper understanding of my style and character through these ensembles."
Coinciding with this announcement, FP Movement is introducing two new tennis collections that will mirror some of Navarro's on-court aesthetics. These include the 'Crossover Set,' featuring a periwinkle racerback tank paired with a black skirt and an ornamental half-zip vest, which she will wear at the Australian Open. The second is the 'Comeback Set,' a more traditional white T-shirt and ruffled skirt accented with navy details.
Navarro, who frequently opts for athleisure wear, noted that she already had a natural affinity for the brand prior to their discussions. "I often wore the brand independently," she commented. "I believe they excel at creating products that are both highly functional for performance and remarkably attractive and feminine."
An insider familiar with the negotiations disclosed that Navarro's contract with Fila was up for renewal in September of the previous year. Her management team engaged with several brands, seeking greater autonomy and customization in her endorsements. However, her agent at GSE Worldwide also represents FP Movement's other sponsored tennis players—Sloane Stephens, Danielle Collins, and Sofia Kenin—which facilitated a seamless and logical transition. Furthermore, Navarro has secured a one-year footwear agreement with Asics, having previously worn Fila's tennis shoes.
Reynolds stated that Navarro will be prominently featured in FP Movement's marketing campaigns and social media content. "Our goal is to highlight her journey both on and off the court throughout the year, rather than just focusing on specific tennis events," he explained. She will also host community gatherings and tennis clinics, which have been central to the brand's strategy in recent years, with plans to make appearances at numerous tennis tournaments throughout the year.
The brand's robust presence in Navarro's hometown of Charleston has been a contributing factor to the collaboration's success. FP Movement maintains a retail location on King Street, a prominent shopping district, and has previously organized events during the Charleston Open, a 500-level tennis tournament held annually in April. Many aspiring young tennis players who train at LTP, where Emma dedicates her time when in town, admire her accomplishments. Now, when they observe her practice, they can readily purchase the same attire she wears. "The community impact and the ability to motivate young women are perhaps what excites me most," Navarro remarked.
Regarding the impact of FP Movement's tennis player partnerships and subsequent category expansion on sales, Reynolds indicated that growth has been consistent as the brand has deepened its involvement in the sport. Its tennis division experienced an 18% increase in sales year-over-year, largely attributed to popular items like the 'Advantage Set,' which offers a contemporary and more revealing interpretation of the traditional country club aesthetic, and the 'Smocking Hot Dress,' an exceptionally feminine piece with ruched details and a flowing skirt. Despite this success, tennis currently ranks fifth among broader activewear categories, trailing behind studio and outdoor performance wear.
This initiative represents merely the initial phase for the brand's tennis athlete roster, which Reynolds noted they are continuously seeking to expand. Although the brand has explored partnerships in other individual sports, such as golf, running, and dance, many of these fields often have more stringent design constraints or uniforms, making it challenging to establish a meaningful presence. Reynolds emphasized, "We are not merely interested in paying for a face or a name."
By the close of 2026, the FP Movement team will evaluate the success of the Navarro partnership not solely on sales figures but also on what Reynolds terms its long-term brand equity enhancement. Key questions include whether it bolstered category credibility and product legitimacy, and if it helped the brand connect with previously underserved demographics. Ultimately, the assessment will center on whether the company's designs for a professional athlete successfully addressed the requirements of the average woman.
This analytical approach reflects a broader evolution in tennis sponsorships, where the balance of influence is shifting towards agile brands prepared to invest in product development, customization, and continuous narrative creation, moving away from legacy deals predominantly driven by logo visibility.
Reynolds concluded, "We design for real women, encompassing both elite competitors and weekend enthusiasts." He further elaborated, "There has always been a trade-off in athletic apparel between performance and aesthetics, but our core principle is that you don't have to compromise—you can achieve both."