Montreal and Toronto staff debut Psycho Bunny uniforms thanks to new deal with Tennis Canada

If you're a tennis fan of a certain age, you're no doubt intimately familiar with the hypnotic hold that the cartoon character Happy Bunny had on popular culture. But thanks to Tennis Canada, you're about to learn a whole lot about Psycho Bunny, an innovative clothing brand that's hoping to make a splash in the sport.

At this week's ATP and WTA 1000-level tournaments in Montreal and Toronto, on-court staff are debuting an exclusive collection of apparel designed exclusively for the event thanks to a three-year deal between the company and Canada's national tennis federation signed earlier this year. It marks Psycho Bunny's first foray into sports, as it was formerly just known for menswear.

The deal, announced in the winter, also makes the outfitter, founded in 2005 in New York City but now based in Montreal, the official outfitter of Canada's Billie Jean King Cup and Davis Cup teams.

"The excitement of watching a gripping tournament final is very similar to our make-every-moment-count ethos, lively aesthetic, and positivity, which made the decision to move into the tennis space completely natural,” Bertrand Cesvet, executive marketing director at Psycho Bunny, said at the time of the signing.

"Collaborating with Tennis Canada forms part of our foray into the Canadian market, showcasing our brightly-colored brand on and off the court—and supporting the local sports community. It’s also our first step into the riveting world of sport and we couldn’t be more delighted."

The Billie Jean King Cup squad, led by Leylah Fernandez, was seen in their new kits in Toronto on Tuesday night as the tournament honored the team, which won the first Billie Jean King Cup in Canadian history last fall, in a special ceremony. The national kits feature red, black and white colorways, with the brand's iconic bunny-head logo placed atop two crossed racquets.

Cesvet, a self-professed fan of tennis, told *Forbes*' Tim Newcomb in February that crafting on-court clothing was "more technical" than anything the brand had ever done before, and involved "sourcing new materials" to make it happen.

But Psycho Bunny is not stopping at active looks. The company, which describes itself as a direct competitor to Lacoste, hopes to capitalize on the momentum from the Zendaya-led Hollywood blockbuster Challengers and produce "tennis-core" pieces for daily wear as well.

“We believe that tennis is a great environment for our brand as we need to expand,” he said.

Psycho Bunny's current tennis apparel available for purchase online include graphic T-shirts, crew neck sweatshirts, polos and shorts, zip-up sweatshirts, visors and a full complement of accessories.