lululemon BNP Paribas Open
Pinch reimagined lululemon’s role as Official Outfitter of the BNP Paribas Open, one of tennis’s most iconic tournaments, shifting the brand from sponsor to participant. Spanning retail, hospitality, and interactive play, the activation invited guests to engage with lululemon through movement, product, and community.
Designed for play
Made to perform
At the heart of the experience was a premium retail environment designed to perform at scale without sacrificing design. Pinch created a bold visual identity that brought new energy to the tournament, blending expressive graphics, elevated merchandising, and intuitive guest flow into a retail destination built for discovery and conversion.
Beyond the storefront, an interactive demo court and premium hospitality suite gave guests even more ways to connect with the brand throughout the tournament. Together, the spaces delivered a cohesive brand ecosystem that balanced commercial performance with cultural relevance, helping establish lululemon as a defining presence on and off the court. With more than 96,000 guests visiting across the tournament, the retail experience demonstrated how thoughtful design can drive both brand affinity and measurable business impact.
