# Performance-Driven Athletic Tennis Partnerships Lacoste Extends Partnership with Miami Open By Kalin Ned | Published 2026-04-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/miami-open References: [lacoste](https://www.lacoste.com/ch/en/news/sports/club-lacoste-miami.html)  Lacoste has extended its partnership with the [Miami](https://www.trendhunter.com/trends/f1-cryptocom) Open presented by Itaú for an 11th consecutive year. This means that the refined sportswear brand will continue to serve as a Platinum sponsor and the official outfitter for ball kids, staff, and volunteers at the 2026 tournament. As part of the agreement, Lacoste will also support players Grigor Dimitrov, Eva Lys, Daniil Medvedev, and Arthur Fils with custom kits. For the 2026 Miami Open, Lacoste created a dedicated co-branded collection for men, women, and children featuring jackets, polos, t-shirts, hats, and other items with motifs and vibrant pops of color that blend French flair with Miami's unique energy. These garments are available at the on-site [Club Lacoste](https://www.trendhunter.com/trends/the-surf-lodge) store, Miami boutiques, and online. A pop-up version of [Café Lacoste](https://www.trendhunter.com/trends/summer-popup) will operate at the Hard Rock Stadium, offering sweet treats to attendees, as well. Image Credit: Lacoste ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 45% | Activity: 38% | Freshness: 71% - Audience gender: 50% men, 50% women - Primary generations: Gen Alpha, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Performance-driven Co-branded Collections:** Co-Branded performance collections that fuse luxury heritage with local event aesthetics create opportunities for modular apparel lines and limited-edition drops tied to tournament narratives. - **Athlete-customized Kits:** Personalized athlete kits that blend performance tech with player-specific design cues enable scalable made-to-order manufacturing and digital customization platforms. - **Event-based Experiential Retail:** Pop-Up cafés and on-site branded retail activations integrated with hospitality programming signal potential for immersive retail-as-service models and location-based merchandise experiences. ### Where This Applies - **Sportswear and Apparel:** Heritage sportswear brands expanding into vibrant, event-specific assortments suggest disruption from agile micro-collections and direct-to-consumer tournament fulfills. - **Event Hospitality and F&B:** Stadium-Based branded cafés and hospitality tie-ins indicate room for modular F&B brands and white-label concession experiences tailored to fan demographics. - **Retail Technology and E-commerce:** Omnichannel sales spanning pop-ups, boutiques, and online channels point to innovation in inventory orchestration, real-time personalization, and experiential commerce platforms. ## Related on Trend Hunter - [Tennis-Forward Pop-Ups](https://www.trendhunter.com/trends/lacostes-activations.md) - [Locker Room-Inspired Apparel Collections](https://www.trendhunter.com/trends/the-locker-room.md) - [Tennis Tournament Capsule Collections](https://www.trendhunter.com/trends/lululemon-indian-wells-apparel.md) - [German Automotive Sports Partnerships](https://www.trendhunter.com/trends/german-automotive.md) - [Heritage Tennis Runway Collections](https://www.trendhunter.com/trends/heritage-tennis-runway-collections.md) - [Professional Tennis Watchmaker Partnerships](https://www.trendhunter.com/trends/nexo-dallas-open.md) - [Reimagined Legacy Fashion Logos](https://www.trendhunter.com/trends/novak-djokovic.md) - [Modern Sport-Inspired Apparel](https://www.trendhunter.com/trends/winter-wardrobing.md) - [Reimagined Crocodile Logos](https://www.trendhunter.com/trends/lacoste-x-novak-djokovic.md)