Prepared for lululemon · Sports Marketing & Partnerships · November 2026
lululemon’s tennis lives in a fortnight in the desert and in the players it dresses one at a time. INTENNSE is the professional league where three women and three men play for one score, and in 2027 every team plays ten weeks of summer in Atlanta, a city with nine lululemon stores. We’d like to show you what a season could do.
A partnership proposal · Seven sections, about five minutes
“This one you can have fun.” — in the stands, Atlanta
A gender-balanced Professional Team Tennis League
Eight playing weeks in the middle of the summer. Switch the view to see the same season against the American sports year, or against the college calendar our players come from.
Where our players have been on the tour, and where they sit on the rating that covers everyone. The orange rule is where tennis starts paying for itself.
Two Arcs that finished a point apart. Each clip picks up in the closing minutes, with the full Arc a click away.
The final three minutes of Freeze v Rise, 20 June. The clock runs out with the teams tied, and the next point decides it: 143–142.
Match Center ↗The final minute of Outriders v Inferno, 25 June. It finishes 150–149, with the winner’s cheque on court.
Match Center ↗One from the net, one from the low camera. Each is about twenty seconds, and each one changed the scoreboard.
The last play of the Bolt from the low camera: a two-pointer that takes the Sting from 86–87 to 88–87. 22 seconds.
Match Center ↗Dalayna Hewitt’s two-pointer in the closing seconds against Rise, 15 July — 156 to 158, level. 18 seconds.
Match Center ↗■ Already in tennis
The BNP Paribas Open showed what lululemon can build around tennis: a pop-up flagship, a members’ suite, a fan challenge, ShowZero on court. It lasts fifteen days. An INTENNSE season runs from late May to 1 August, every week, in one city, with women and men on the same team and the same scoreboard.
lululemon’s first year as official outfitter.
Every team in Atlanta, late May to 1 August.
Every point from either counts the same, toward one score.
From the Lenox flagship to Ponce City Market and Avalon.
“The BNP Paribas Open was a powerful example of why tennis is a core activity for lululemon.”
Michelle Davies · SVP Global Sports Marketing, Partnerships & Social Impact, lululemon · March 2026
■ An Atlanta summer
Atlanta in July is hot, humid and long. INTENNSE players train and live in it for ten weeks, and play under lights in front of a crowd and fourteen distribution platforms. If ShowZero was built for anywhere, it was built for this.
The training, travel and off-court wardrobe of a whole league for a whole summer: the players arriving, warming up, practising, and meeting fans after the match. A season-long proving ground, filmed, for the products lululemon is betting tennis on.
■ Community, city by city
From 2028 every INTENNSE team moves to its own city, with its own owner and its own home crowd. That is the shape of lululemon’s community model: a store, a local leader, a weekly session people come back to. Atlanta, with the largest city tennis league in the world, is where we would start together.
The largest city tennis league in the world, founded in 1934.
The whole league plays its season in the city.
One team per city, each with its own owner.
A team that dresses the whole range, as one.
INTENNSE players leading weekly tennis sessions out of lululemon stores through the season, ALTA players welcome, with a match-night fan challenge and a members’ night at the venue, the Indian Wells playbook run every week instead of once a year.
■ The 2026 Season
Ten teams, eight weeks, forty-three Pro Arcs, every one carried live. The 2026 Season closed on 1 August with Freeze beating Outriders 137–130.
The Rules of INTENNSE, explained · 2:04
Up 1,037% on the year before, with 26 million impressions.
Record live concurrents across the final series.
Average across forty local airings on Peachtree; the best single Arc drew 116,000.
Two broadcast, two RSNs, seven FAST, three streaming — 60% of watch time on TV.
■ Two ways in
Dress the league for the summer, or bring its players into lululemon’s community in every city they call home. They are designed to work together.
■ Next step
We’d love an hour with the lululemon team, in Vancouver or on court with the players in Atlanta.
Eight teams, ten weeks, nine stores.
The league’s biggest broadcast, to close the summer.
Every team goes home, and the community goes with it.
A season, not a fortnight. One score.
