From new tech to popular merch, Lululemon is bringing a "whole vibe" to the BNP Paribas Open

When Lululemon traded yoga mats for racquets, and signed 2021 US Open finalist Leylah Fernandez and former Top 10 player Frances Tiafoe to multi-year apparel sponsorships in the last four years, it signaled the start of a major shift amongst the power players in ATP and WTA gear.

That promise is coming good at this year's BNP Paribas Open.

Last November, the Canadian-based sportswear giant was also announced as the official outfitter for the combined ATP Masters 1000 and WTA 1000 event in a multi-year agreement. And its delivered in its first year, not just in player looks on court, but in fan experiences as well.

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In addition to outfitting more than 2,000 volunteers, ball kids and officials, Lululemon has gone all-in on its on-site footprint, from blowing up its merchandise section in the official tournament store, to a entire standalone retail presence and pop-up experience with the viral La La Land Kind Cafe.

And it's also debuting some new cutting-edge wearable technology, courtesy of Tiafoe, that recreational players might also find useful.

After he wore a custom Sierra Leone-inspired kit at the Australian Open in homage to his parents' birth country, he is debuting a berry-hued kit featuring Lululemon's new ShowZero sweat-resistant technology in the California desert.

Clad in what the brand is called "Burgundy Bay," Tiafoe's clothes are made of "an innovative yarn technology that changes how light interacts with the fabric, preventing light absorption when wet so sweat remains virtually invisible." Lululemon claims that the breathable, quick-drying, and ultra-lightweight material is engineered to support high-intensity performance.

"It's been great to be a part of it ... all the things they have been doing with me," Tiafoe said after defeating No. 15 seed Flavio Cobolli on Sunday, getting revenge for the Italian's win against him in the Acapulco final just about a week earlier. "They were super excited to have me and also grow with me and get more into the game."

Tiafoe continued by saying that the "whole vibe" put forth by the outfitter's efforts, in Tennis Paradise and beyond, is "super cool and super trendy."

"Obviously you see it here, all the staff and everyone wearing it. My outfit is selling out, they said. The getup is great. All the outfits they have been making are super innovative. It's just been really cool," he said.

"I think Lulu is getting extremely cool and casual people want to wear it, obviously people want to wear it just working out, whatever the case may be. ... [I'm] happy to be a part of it. We have a long tenure, and I'm excited to see where we continue to go."