US Open: in the heart of New York, Leylah Fernandez is a star

NEW YORK | Just steps from Rockefeller Center, in the heart of New York, Leylah Fernandez is a sight to behold. Lululemon, the Canadian brand that has been decorating the playground for two years, has decorated its most prominent store, the 5th Avenue, photos and videos of the young tennis player from Quebec.

The idea is not innocent at all, as the main draw matches at the US Open started on Monday. As a brand that is especially popular for its famous feet, Lululemon wants to break into the tennis market, explained recently in the magazine Forbes Michelle Davies, who is the company’s vice president of sports and partnerships.

For now, in women’s tennis, Lululemon has bet everything on Leylah, 21 years old and 26th in the world. On the men’s side, the brand has just joined the youngster Ethan Quinn who, at 20 years old, does not enjoy the same visibility as his colleague: the American is ranked 236 in the ATP .

So Fernandez is an integral part of the clothing company’s strategy, which allows her to be very involved in the design and selection of the suits she wears on the courts.

A privilege that, in some major brands long established in tennis, is reserved for the biggest stars. We only have to think of the Nike clothes that, for years, have been specially designed for Serena Williams or Maria Sharapova.

Three years ago the finalist in New York was able to choose the colors that decorate the dress she will wear a fortnight ago. Starting on Tuesday, when she takes the field to face Russian Anastasia Potapova, 43rd in the world, in the first round.

Photo by Jessica Lapinski

But she didn’t like dresses

Not bad for a young woman who didn’t want to wear dresses as a child. “I don’t know why, but I didn’t like it! she told IrisSunday. And I never thought I would wear a tennis dress. I thought it was way too expensive.”

But, she said, she gradually developed a taste for it. First with Asics, with whom she was associated at the beginning of her professional career.

Then, in the recent grass season, she abandoned, for two tournaments, in Birmingham and Eastbourne (where she reached the final), the crop top and skirt that became her calling card a few years ago.

When The Diary meeting her on Sunday around noon, Fernandez had not yet had a chance to see what Lululemon had in store for her on 5th Avenue, where she is also prominently displayed outside the store.

A fence, installed due to work in progress on the adjacent street, but spoils the show a bit (although it probably reminds Leylah of her Montreal origins ).

Photo by Jessica Lapinski

However, she went to the store later, in an event that brought together dozens of fans.

Screenshot taken from Instagram account @leylahanniefernandez

500 pictures to get the right one

Leylah admits: it took her a bit of adjustment before she was comfortable playing model. Above all, she mentions, because the days of filming and photography are long.

“At first,” she said, laughing, “I didn’t understand why we had to take 500 pictures! But I asked a lot of questions and finally figured out the process. I have a lot of respect for everyone involved in this.”

He has to be, after all, because his portfolio of sponsors is pretty full. In addition to Lululemon, we found Gatorade, Subway and the bank Morgan Stanley. Always according ForbesFernandez was the 10th highest paid female athlete on the planet last year.

Of the approximately $11.9 million he received in 2023, $9.4 million comes from these various agreements.