OVERVIEW
lululemon’s debut as the official outfitter of the BNP Paribas Open was an opportunity to make a bold entrance into the world of tennis—establishing a presence that felt authentic to the sport while bringing the brand’s signature energy and point of view to Indian Wells. Our goal was to create a dynamic, connected experience that went beyond traditional sponsorship, blending sport, community, and culture in unexpected ways. We developed a series of immersive touchpoints across retail, play, and hospitality, each designed to engage guests and bring the lululemon brand to life. Through an expressive, location-inspired visual language and memorable brand moments, we created an experience that felt seamlessly integrated into the tournament while introducing a fresh perspective on what tennis culture could look and feel like.