Arthur Fils, Beatriz Haddad Maia named new brand ambassadors for Lacoste, Tiffany

Two of 2023's breakthrough players are celebrating new brand partnerships ahead of the start of the new tennis season. French teenager Arthur Fils has been announced as the newest brand ambassador for Lacoste, while Brazil's Beatriz Haddad Maia is the new face of Tiffany jewelers in her native Brazil.

Fils, 19, won his first ATP singles title in 2023 en route to being the youngest player inside the men's tour's year-end Top 50. Named the ATP's Newcomer of the Year, the fast-rising Frenchman will soon become a part of the brand's storied history in tennis, and join established stars including Novak Djokovic, Daniil Medvedev and Grigor Dimitrov in wearing Lacoste on court beginning in 2024. He previously wore Asics apparel.

“Arthur's professionalization is a logical next step in his career, just as it is for us to accompany him every step of the way to victory," Lacoste CEO Thierry Guibert said. "What's more, his desire to inspire the next generation of players and leave a lasting imprint on the world of tennis, while remaining true to his roots, is totally in line with the values we share."

Lacoste will not only be Fils' on-court gear supplier, but he will also be the face of its textile and eyewear collections, as per the company's media release.

"For me, joining Lacoste today means becoming part of a company that is both iconic and on a human scale, and assuring myself of excellent support daily, as well as for major tournaments," Fils said.

Haddad Maia, meanwhile, breaks new ground as the first athlete to represent Tiffany & Co. in her home country. As a "friend of the house," she will wear pieces from the jewelry store in major tournaments.

"I really like wearing delicate jewelry that reminds me of places, people or special moments I've spent," she recently told *Vogue Brasil*, a month after being named GQ's Woman of the Year in Brazil.