Sloane Stephens Enjoys ‘Collaborative’ Nature Of New Free People Movement Sponsorship

Not only does Free People Movement want Sloane Stephens’ insight on apparel, but they actively pursue it says the American tennis star and former U.S. Open singles champion after signing a new apparel sponsorship with the company.

“I love the energy of the company as they grow in a new segment of the market,” Stephens says. “Everyone is super collaborative and focused on the same goal, so not only are they interested in my feedback and experience, but they seek it out.”

Stephens, 29, currently World No. 37, starts 2023 as the second tennis player signed to Free People’s active category FP Movement, following the 2022 signing of American Sofia Kenin. After winning her major title in Under Armour in 2017, Stephens switched to Nike in 2018. Looking for a new deal at the end of 2022 had Stephens focused on the quality of the clothes and the collaborative nature of the company.

“While fashion is certainly one major component, the pieces need to be functional so I can do my job,” she says. “I wanted to make sure I actually enjoyed wearing the clothes before we had any discussions on the business side.”

When it did come time to talk business, Stephens became excited about doing things differently than she has in the past. “I’ve been around the tour for a while and have gained a lot of experience,” Stephens says. “I’m a different person now at 29 than I was earlier in my 20s. It was important to me to find an apparel partner that I could collaborate with and that is receptive to the ideas I have, not only in terms of the actual apparel but in terms of events, activations, all of it.”

The diversity of brands entering tennis is only expanding. Along with Free People’s foray into the sport in 2022, Lululemon, Original Penguin and now Uomo’s Donna Sport, among others, have all had recent entries. “I think it speaks to the power of tennis as a global sport,” Stephens says about the shift. “Brands are recognizing the platform we have as players and are wanting to get involved. I think it’s a great thing for the sport. Also, tennis clothes are just cute. Period.”

Stephens says the FP Movement brand fits her lifestyle, with plenty of layers. “Going from a super air-conditioned building out to a hot court or gym, going on a cold plane to a warm destination, we go through it all,” she says, “but can layer pieces like the Hot Shot Onesie and All Your Love Solid hoodie. I also love to match, so I’m really into all the Good Karma matching sets in every possible color.”

Stephens says that being one of only two players representing a brand it brings an excitement. She says Kenin’s looks stood out last year because they were fresh and unique. Now she’s amped to explore opportunities with FP Movement while “collaborating with the team.”

That collaboration has already started. Early on, Stepehens says she visited a FP Movement store near her house and “I literally tried on every single style in the store when I was picking the first batch of outfits I’m bringing to New Zealand and Australia. I definitely trust the designers and experts,” she says, “and I can also offer a lot of performance insight from having to wear the clothing on-court and I look forward to collaborating with the team throughout the partnership.”

For the Australian Open, she’s sticking with warm and bright orange. “I have a few different styles and silhouettes to play with and see what I’m feeling, and we’ll work together through the season,” Stephens says. Jack Reynolds, Free People and FP Movement’s chief marketing officer, says the brand will also customize pieces for Stephens that could then inspire additions to the mainstream line.

Stephens says that she’s had serious footwear issues, including surgeries, throughout her career, so her choice on an on-court sneaker is a “critical technical decision and not just a style decision.” She plans to test various options before making a final selection.

As more female tennis players move away from some of the largest athletic retailers and work with smaller brands, those new to the industry or even create their own labels, Stephens says “it is empowering for the athletes to know there are options and opportunities, whether in the apparel category or more broadly with other brand partnerships.”

Reynolds says adding Stephens, a “fierce and hardworking athlete,” was a natural fit as the brand expands its tennis category, both with partnerships and with a growing assortment of apparel in 2023.

Both Reynolds and Stephens say the two also aligned on their support of nonprofit partners. FP Movement gives 1% of all proceeds to Girls Inc. and Reynolds says they will work with Stephens’ foundation, which uses tennis and education to change the narrative of poverty, health inequity and educational underdevelopment.

“Early on in our partnership discussions, we had a lot of direct conversations about who I am, both on and off the court, the things I want to accomplish and how we can work toward those together,” Stephens says. “Giving back means a lot to me, and like we do with the Sloane Stephens Foundation, empowering and inspiring the next generation is so important. I was thrilled to partner with a brand that is putting that commitment front and center.”

From perspectives to apparel, Stephens highlights a key theme running through her early experiences with FP Movement: Collaboration.