Asics is adding to its tennis ambassador portfolio as the hot brand looks to grow the category.
According to the Japanese athletic brand it has signed a multi-year footwear agreement with American tennis star Taylor Fritz. As part of the deal, Fritz will wear the Gel-Resolution 9 tennis shoe, the company said.
Fritz, who is currently No. 12 in the world, is freshly back from Paris after winning bronze in men’s doubles at the 2024 Olympics. The four-time Grand Slam quarterfinalist is slated to compete again on Monday at the US Open.
“I’m really excited about this new partnership,” Fritz said in a statement on Friday. “I’ve seen so many top players using Asics shoes on tour over the years, so I know I’m in good hands. By chance, I tried the shoes during a photoshoot and then in practice that same afternoon, and I immediately felt more comfortable than I have in years. The comfort, the support, the speed—it’s just on another level. I’m extremely proud to represent a brand with such a rich history in sports and footwear, and one that cares so deeply about health and wellness.”
Mitsuyuki Tominaga, president and chief operating officer of Asics, added that he “greatly admires” Fritz and his attitude towards tennis, especially his “relentless pursuit of every point,” never giving up until the very end.
“Since the footwork is crucial to his playing style, we’re committed to supporting him from the feet throughout his future career, helping him make further progress as we continue to elevate each other,” Tominaga said.
This signing comes just months after Tominaga told FN in an interview that Asics is “making tennis a priority,” and is targeting the No. 1 spot in that category.
“Our biggest revenue comes from the running side, but we want to build a very strong No. 2, and that we have decided to do with T-Project, which is tennis,” Tominaga told FN in April.
The executive noted that the brand’s position in the sport is aided by the top players it works with, including Novak Djokovic, who is ranked No. 1 in the world. What’s more, Tominaga believes the rise of pickleball will help improve the brand’s position in the market.
“Pickleball is on trend in the United States and also in Europe, it is very big. It’s very similar to tennis, and we are investing in technology to develop shoes for this market as well,” Tominaga said. “But at the same time, areas like China, there’s a big population growth with tennis. We will be doing this at a global level.”
