Free People’s activewear line, FP Movement, has added American tennis player Emma Navarro, currently ranked 15th in the world, to its team of WTA athletes. As the brand’s highest-ranked player and a rising star who has broken into the top 10, Navarro’s signing is a clear statement that FP Movement is making a major investment in tennis to fuel its growth.

“Tennis provides an incredible platform for innovation, which then influences our other performance lines like running or studio wear,” says Jack Reynolds, Free People’s chief marketing officer. “The players build our credibility and establish us as leaders in women’s sports, and they’re also our best product testers.”

Navarro was previously sponsored by Fila. Her move reflects a shift in tennis sponsorships, where classic tour-associated brands like Fila, Sergio Tacchini, and Ellesse are increasingly being joined by newer activewear labels such as FP Movement, Lululemon, and Vuori. According to agents familiar with these deals, the newer brands often offer higher pay and more creative control through custom designs, helping athletes build their personal brands. For the brands, these partnerships provide cultural relevance, direct consumer access, and a chance to test performance products in a sport where personal style is highly visible.

“It’s really exciting to work with a brand that lets me add my personal touch to the outfits,” says Navarro, speaking during her first FP Movement photoshoot at the LTP tennis center in her hometown of Charleston. “I’ll be wearing kits I helped design—outfits I’m excited to wear and that feel like me. I’m looking forward to people getting a better sense of my style and personality through them.”

Along with the announcement, FP Movement is launching two new tennis styles that match some of Navarro’s on-court looks: the Crossover Set, a periwinkle racerback tank with a black skirt and a decorative half-zip vest she’ll wear at the Australian Open, and the Comeback Set, a more classic white T-shirt and ruffled skirt with navy details.

Navarro, who lives in athleisure, says she was already a fan of the brand before talks began. “I was wearing their clothes a lot on my own,” she says. “They do a great job making pieces that are functional for performance but also really cute and feminine.”

A source familiar with the discussions said Navarro’s Fila contract was up for renewal last September, and her team explored options with several brands, seeking greater autonomy and customization. The transition to FP Movement was smooth, as her agent at GSE Worldwide also represents the brand’s other tennis players: Sloane Stephens, Danielle Collins, and Sofia Kenin. Navarro has also signed a one-year footwear deal with Asics, having previously worn Fila shoes.

Reynolds says Navarro will feature prominently in FP Movement’s marketing and social content. “We want to highlight her journey on and off the court all year long, not just during key tennis moments.” She will also host community events and tennis clinics, which are central to the brand’s strategy, and is scheduled to appear at numerous tournaments throughout the year.

FP Movement already has a strong presence in Navarro’s hometown of Charleston. The brand has a store on the popular King Street and has hosted events during the Charleston Open, a WTA 500 tournament held each April. Many young players who train at LTP, where Navarro practices daily, are also familiar with the brand.She trains whenever she’s home, and they look up to her. When they watch her practice, they can now easily buy what she’s wearing. “That community reach and ability to inspire young girls is probably what I’m most excited about,” says Navarro.

When asked how FP Movement’s partnerships with tennis players and the expansion into the category have affected sales, Reynolds notes they’ve continued to grow as they’ve focused more on the sport. The tennis category saw an 18% year-over-year sales increase, driven by popular styles like the Advantage Set—a modern, more revealing take on the country-club look—and the Smocking Hot Dress, an ultra-feminine piece with ruched detailing and a flowy skirt. Still, tennis remains in fifth place behind broader active categories like studio and outdoor performance.

Reynolds says this is just the beginning for the brand’s tennis lineup, which they aim to keep expanding. FP Movement has also explored other individual sports like golf, running, and dance, but many of those come with stricter design limits or uniforms that make meaningful entry more difficult. “We don’t just want to pay for a face or a name,” he explains.

At the end of 2026, the FP Movement team will evaluate the Navarro partnership not only by sales but by what Reynolds calls its long-term lift to brand equity. Did it boost credibility and legitimacy in the category? Did it help reach new audiences? Ultimately, it’s about whether designs made for a professional athlete also meet the needs of everyday women.

This approach reflects a broader shift in tennis sponsorships, with power moving toward smaller brands that invest in product, personalization, and year-round storytelling—and away from traditional deals focused mainly on logo exposure.

“We design for real women, whether they’re elite competitors or weekend warriors,” says Reynolds. “There’s been this longstanding trade-off in athletic apparel where it either performs or looks good. Our foundation is built on the idea that you don’t have to choose—you can have both.”

Frequently Asked Questions
Of course Here is a list of FAQs about Emma Navarro signing with FP Movement designed to answer questions from casual fans to those interested in the business of sports

General Beginner Questions

1 Who is Emma Navarro
Emma Navarro is a rising American professional tennis player currently ranked within the WTA Top 20 She won the NCAA singles championship in 2021 while at the University of Virginia and is known for her strong mental game and consistent play

2 What is FP Movement
FP Movement is the activewear and lifestyle brand under the larger Free People retail company It focuses on stylish functional athletic wear for activities like yoga running and training

3 So what exactly happened
Emma Navarro signed an endorsement deal with FP Movement This means she will wear and promote their athletic clothing both on and off the tennis court becoming one of the brands featured athletes

4 Is this a big deal
Yes its a significant move for both For FP Movement its a major expansion into professional tennis with a topranked young American star For Emma its a lucrative and stylish partnership with a growing brand that aligns with her image

Advanced Industry Questions

5 Why would FP Movement sign a tennis player Werent they more about yoga and lifestyle
This signing signals FP Movements ambition to expand its reach and be seen as a serious performance brand for a wider range of sports including highprofile tennis It helps them compete with established sportswear giants by associating with a disciplined elite athlete

6 What does Emma Navarro gain from this deal beyond money
She gains a unique brand identity Instead of being another athlete in a major global brand she becomes the face of FP Movements tennis push This can lead to more personalized marketing unique apparel designs and a standout image that differentiates her from other players

7 Will she wear FP Movement clothing during actual tournaments
Yes that is typically the core of such an endorsement You will see her wearing FP Movementdesigned tennis kits during her matches at tournaments like Wimbledon and the US Open

8 Who else is on the FP Movement athlete roster
Their roster includes other highprofile athletes like Olympic gymnast Sunisa Lee and professional climber Sasha DiGiulian