Ons Jabeur reportedly signs with Saudi-owned fitness brand Kayanee

After a decade as one of the faces of Lotto sportswear, Ons Jabeur is switching gears to the Saudi-owned fitness brand Kayanee.

Tennis writer Reem Abulleil reported for the *National News* on Monday that Jabeur will wear an "exclusive tennis line designed for her" by the brand, which is owned by the Kingdom of Saudi Arabia’s Public Investment Fund. Kayanee launched last year, is chaired by Princess Reema bint Bandar Al-Saud, and seeks to promote women's health and wellness initiatives in Saudi Arabia.

Last August, the *Arab News* detailed the launch of Kayanee as a pillar of Saudi Arabia's Vision 2030 strategy, and that it is seeking to impact more than 1 million people. Vision 2030 was formed in 2016 in an effort to expand and diversify the kingdom's economic, social and cultural revelance.

In a statement to the National News, the princess said it was an honor to collaborate with Jabeur, and called her a "phenomenal athlete" and a "symbol of resilience and determination."

"This collaboration is not just about fitness; it’s about inspiring young women to pursue their dreams and seek their own place on an international playing field," she added.

Jabeur, who will be seeded No. 6 at the Australian Open when it begins in less than a week, did not compete in a tune-up event ahead of the year's first Grand Slam. She was, however, spotted wearing Kayanee clothing in social media posts from Melbourne's practice courts.

Jabeur has been a vocal proponent of Saudi investment in tennis, which began in earnest last year as the ATP Tour announced that its Next Gen ATP Finals, the season-ending championships for players under 21, will be held in Jeddah for three more years after debuting there in the fall. Various other reports have suggested that Saudi Arbaia could be in line to host an ATP Masters 1000 event in the future, as well as the season-ending WTA Finals, which have not had a long-term venue since its expected 2019-28 tenure in Shenzhen, China fell apart in the aftermath of the COVID-19 pandemic.

In December, Jabeur and Aryna Sabalenka played an exhibition match in Riyadh, the Saudi capital, in the first women's tennis match held in the kingdom.

At last year's US Open, Jabeur said she would welcome a potential WTA Finals in Saudi Arabia, and that it would "an honor" to play it there.

"I am someone pushing for a change, pushing to give more and more opportunities especially for women. I know in Saudi they're changing things and they're evolving," Jabeur said.

"I think it's a great step. I think it's something that could help the Arab world to have more tennis players, to get more involved in sports."