New year, new brand partnership for Beatriz Haddad Maia with Asics

After finishing the 2023 season strong, Beatriz Haddad Maia is kicking off 2024 in much the same way after unveiling a new partnership with Asics.

The 27-year-old broke through on the WTA Tour after reaching the semifinals at Roland Garros and closing out the year with a statement victory at the WTA Elite Trophy in Zhuhai in both singles and doubles. As a result, she reached Top 10 in the WTA rankings—becoming the first Brazilian woman in the Open era to achieve the feat.

Now the wins keep coming for the Sao Paulo native after announcing on Tuesday that she was “joining the Asics family”—complete with a head-to-toe deal with the Japanese sportswear giant.

“It’s with great happiness that I’m joining the Asics family,” Haddad Maia revealed in a video posted to Instagram. “I’m so excited to be wearing the Gel-Resolution 9 shoe, and to represent both Brazil and Asics around the world.”

Haddad Maia joins the ranks of Alex de Minaur, Belinda Bencic and Jennifer Brady in wearing Asics during competition. The brand also recently announced Great Britain's Katie Swan as an ambassador.

She’s also in good company in wearing the Gel-Resolution 9 shoe, a popular choice for players regardless of their apparel sponsor. Last year, world No. 1 Iga Swiatek signed a head-to-toe deal with On but continued to wear Asics footwear in competition until her custom On shoe was developed. Matteo Berrettini, who competes wearing Hugo Boss apparel, also wears the Gel-Resolution 9 shoes, while No. 1 Novak Djokovic, a Lacoste global brand ambassador, competes with custom Asics shoes, the Court FF Novak.

Hadaid Maia also had a message for longtime sponsor Joma; she was first spotted wearing them back in 2017.

“Thank you so much @jomasport for all the trust all these years. I have much respect and gratitude for the path we have built together. I will cherish the memories,” she wrote on Instagram.

It’s been a busy off-season for the Brazilian, who was also announced as a brand ambassador for Tiffany & Co. in Brazil, after landing on the cover of GQ Brazil’s Man of the Year issue as the magazine’s ‘Woman of the Year’.

Currently ranked No. 11, Haddad Maia is set to compete at the Adelaide International, where she’s the No. 5 seed, before heading to Melbourne for the Australian Open.