Thu Jan 15 05:10:00 UTC 2026: # Emma Navarro Shakes Up Sponsorships Ahead of 2026 Australian Open

The Story:
American tennis star Emma Navarro is making significant changes to her sponsorships as the 2026 tennis season begins. Navarro has ended her apparel deal with FILA and signed with Free People’s activewear brand, FP Movement. In addition, she has also secured a one-year footwear deal with ASICS. These changes are debuting just before the Australian Open, with Navarro showcasing a new kit designed in collaboration with FP Movement.

Key Points:

  • Emma Navarro has left FILA after joining them in 2023.
  • She has signed an apparel deal with FP Movement and a one-year footwear deal with ASICS.
  • Navarro’s agent at GSE Worldwide also represents Sloane Stephens, Danielle Collins, and Sofia Kenin, all of whom are with FP Movement.
  • Reilly Opelka is also no longer under contract with Fila and has been seen wearing old FILA kits and apparel from Italian luxury brand SEASE.
  • Eva Lys left ASICS for Lacoste, and Alex de Minaur left ASICS for Wilson Sportswear.
  • Navarro ended the 2025 season as WTA World No. 15.
  • The 2026 Australian Open main draw begins on January 18th.

Critical Analysis:
The historical context suggests that FP Movement is strategically expanding its presence in tennis by signing players represented by the same agency. This indicates a focused effort to consolidate its brand within the sport. The fact that Reilly Opelka is also leaving FILA at the same time as Navarro may point to a broader shift in player preferences or strategic changes within FILA’s tennis sponsorship program.

Key Takeaways:

  • Apparel and footwear sponsorships in tennis are dynamic, with players frequently changing brands.
  • FP Movement is actively growing its presence in tennis, possibly targeting a specific demographic.
  • Agent relationships play a significant role in securing sponsorship deals for athletes.
  • FILA may be undergoing a shift in its tennis sponsorship strategy, as evidenced by the departure of Navarro and Opelka.
  • The Australian Open is a key period for unveiling new sponsorships and apparel deals.

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