lululemon BNP Paribas — JESS KAIHOI

BNP Paribas Open

lululemon

Game. Set. Unmatched.

lululemon’s first year as the official outfitter of the BNP Paribas Open was a chance to do more than put the logo around Indian Wells. We wanted the brand to feel like it belonged in tennis from day one — credible within the sport, but with an energy and point of view that felt distinctly lululemon.

To achieve this, we built a connected experience across the tournament by showing up through retail, play and hospitality rather than relying on a single sponsor moment. The result was a presence that felt integrated into Indian Wells itself, while giving lululemon room to introduce a more expressive, location-specific visual language.

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Ready to Rally.

Across the two-week tournament, the experience moved from a larger-than-life retail environment filled with oversized tennis balls and exclusive Indian Wells product, to a redesigned hospitality suite and a two-day takeover of the demo court.

On court, guests and ambassadors including Akin Akman, Madison Appel and Hannah Berner moved through challenges designed around the energy of the game: clocking their serve speed, testing precision shots and taking on a light-up Batak board. A sculptural photo moment, customization, product and a La La Land Cafe partnership added more ways into the brand.

Rather than feeling like a sponsor on the sidelines, lululemon became part of how people experienced the tournament.

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