New year, new deals: Tracking players' new sponsors and apparel changes in 2025

New year, new deals. Except the start of a new season in tennis rarely overlaps with the actual calendar year—a feature that makes January a uniquely fun month for tennis fashion watchers.

It's not uncommon for players to start the season in December wearing apparel from an old sponsor, before making a dramatic unveil and finishing tennis' opening week wearing a whole new wardrobe. Other players tease on social media, showing off a new shoe or an upcoming photoshot as they gear up to make their official debut at the Australian Open.

From Frances Tiafoe making a splash as Lululemon's newest global ambassador to menswear brand Psycho Bunny's major tennis signing, we're tracking all the new sponsors and apparel changes that were revealed in 2025.

• Read More: First Look: New Balance unveils colorful 2025 Australian Open collection
• Read More: Adidas drops 2025 Melbourne collection ahead of Australian Open

Grigor Dimitrov

• Nike to Adidas (Footwear)

Talk about making an entrance: World No. 10 Grigor Dimitrov, who competes in Lacoste tennis apparel, will be stepping out in Adidas’ Adizero Ubersonic 5 in the new year.

"That’s like giving a cheetah a sports car. I love it," fellow ambassador Stefanos Tsitsipas wrote in the Instagram comments of Adidas’ announcement. The Bulgarian was previously wearing customized pairs of Nike’s Vapor Zoom 9, a model that was discontinued in 2014.

“In every meeting with the team, I could feel the passion for tennis and for the ambition to create the best for the sport, and for those that play it,” Dimitrov said. “It gives confidence like no other to have a team like Adidas on your side—giving the ultimate sideline support.

“I am looking forward to all the great things we will achieve together in the coming years.”

Hubert Hurkacz

• Yonex to Adidas, Wilson

All new, everything? Hubert Hurkacz already overhauled his coaching team during the offseason by hiring Ivan Lendl and Nicolas Massu. Now, he’s in a brand new head-to-toe look after swapping Yonex for Adidas apparel and footwear and showing off a new Wilson racquet at the United Cup.

While no official announcement has been made, Hurkacz has been spotted wearing the Three Stripes during offseason practices and rocking the new 2025 Melbourne collection on court ahead of the Australian Open.

Alexei Popyrin

• Fila to Psycho Bunny

There’s a new player in the game: Montreal-based menswear brand Psycho Bunny made its tennis debut last year thanks to a partnership with Tennis Canada, which saw it become the official outfitter for its Billie Jean King Cup and Davis Cup teams and staff at the Montreal and Toronto tournaments.

Now, Psycho Bunny continues its big leap into activewear by announcing world No. 25 as its first brand ambassador in tennis.

Read More: Montreal and Toronto staff debut Psycho Bunny uniforms thanks to new deal with Tennis Canada

“It’s impossible to escape Psycho Bunny. Their magnetic logo and energy made it a brand I always kept my eye on,” Popyrin said. “Wearing their high-quality fabrics on court was an eye-opener, but meeting the team really sealed the deal for me. Their passion and commitment to the sport inspired me, and after seeing their tournament takeover in Montreal, I knew I wanted to partner with them.

"I’m excited and humbled to be Psycho Bunny’s first-ever tennis ambassador, and I can’t wait to get started.”

Lorenzo Musetti

• Nike to Asics

Whether it was his mega-haircut or his new ASICS kit, Lorenzo Musetti had people talking in the new year. The Italian, formerly with Nike, has signed a multi-year deal with ASICS and will compete wearing their Gel-Resolution shoes.

Read More: "New year, new look": Lorenzo Musetti shows off mega haircut and Asics collab in 2025 debut

"I’m excited to join the ASICS family, a brand I’ve always heard to be one of the greatest in tennis," Musetti said. “Their tennis shoes especially are renowned for their high performance and comfort.

“But even more than performance on the court, I know ASICS is a brand that believes in the power of sport to uplift the mind, and they support their athletes through the ups and downs. As I step into this next phase of my career, this is incredibly important to me. I’m proud to now be a part of a brand that inspires athletes like me to grow, both physically and mentally.”

Frances Tiafoe

• Nike to Lululemon & K-Swiss

Lululemon made waves when it officially joined the tennis market in 2022 with Leylah Fernandez as its global face, and now the Canadian sportswear juggernaut is tapping Frances Tiafoe for its next bold step.

“I’m really excited to wear Lululemon on the court,” Tiafoe said in an interview with Forbes. “I got to give a lot of input into my look which feels very me and shows off my style. Working with a brand that’s newer in the tennis world is really cool because they care about both performance and style.”

The brand’s newest global ambassador, the American will reportedly take the court rocking a custom “DMV Made” Sojourn Windbreaker Jacket along with K-Swiss Ultrashot 4 shoes.

Read More: "It's only a win for me": Andrey Rublev leads “reborn” K-Swiss back into its tennis era

Anna Kalinskaya

• Adidas to Nike

Eagle-eyed tennis fans saw this one from a mile away. After ending her partnership with Adidas and competing in Alo Yoga outfits throughout 2024, Anna Kalinskaya was spotted wearing Nike last fall. She confirmed the news to Harper’s Bazaar Australia during the offseason.

“Since I was 12, 14, 16, I was wearing Nike and really wanted to sign with them. I was a big fan, like a lot of kids. And now, finally, I have the contract, so it feels like I am finally in my skin," Kalinskaya said.

“I like the clothes. I like the styles. They’re a little bit brighter, I would say, than the clothes I was wearing before.”

Robin Montgomery

• Fila to Nike

Rising American star Robin Montgomery kicked off the year with her first tour-level win in five months. After going on to reach the semifinals in Auckland, Montgomery—who previously wore Fila apparel—tagged Nike in her latest post as she celebrated her wins on Instagram.

Matteo Arnaldi

• LeCoq to EA7 by Armani

Currently ranked world No. 38, Italy’s Matteo Arnaldi was spotted in Brisbane wearing apparel by EA7, Giorgio Armani’s sportswear offshoot. Arnaldi, who previously wore Le Coq Sportif apparel, has continued to compete in ASICS shoes.

Juan Carlos Ferrero

• Head to Nike and Babolat

It’s not just the players who are kicking off the new year by inking new deals. Carlos Alcaraz’s coach Juan Carlos Ferrero, himself a former world No. 1 and Grand Slam winner, has reportedly made a lucrative move of his own.

As reported by Marca: "Two of the Murcia-born tennis player's sponsors, Nike and Babolat, will officially become sponsors of the Ferrero Tennis Academy in Villena" while Ferrero himself "will also sign with Nike." The 44-year-old has already been spotted on the practice courts in Melbourne wearing both brands as Alcaraz tunes up for main draw action.

Cameron Norrie

• K-Swiss to Babolat

While the eyes of the tennis world were on Cameron Norrie for all the wrong reasons this week, our eyes were on the British player’s new Babolat kit. The world No. 48, who previously wore K-Swiss apparel and footwear, was seen wearing a head-to-toe fit by the French equipment brand.

Read More: Cameron Norrie not defaulted after tossed racquet strikes Auckland spectator, loses minutes later