Lorenzo Musetti Strips Tennis Sponsorship Down to the Essentials

Lorenzo Musetti has a new tennis sponsor.  

You just won’t see most of the product on court.

The Italian star has been named the new brand ambassador for IUMAN Intimissimi, fronting the men’s underwear brand’s Fall/Winter 2026 campaign in a partnership that will eventually make its way from the photo studio to the ATP Tour.

And yes, the campaign photos leave considerably less to the imagination than your standard racquet endorsement.

Musetti stars in IUMAN’s Filo Premium collection, the brand’s upscale line of boxer shorts and undershirts made from mercerized cotton. The campaign leans into the connection between comfort and performance, although judging from the photos, looking exceptionally Italian appears to be part of the brief as well.

Photo credit: IUMAN Intimissimi / Calin Group

The partnership is not merely a modeling gig. Beginning with the Tokyo tournament on Sept. 30, Musetti is scheduled to wear an IUMAN patch on his match shirt, bringing the brand onto the ATP Tour throughout the competitive season.

IUMAN has even developed a soft microfiber boxer specifically with tennis in mind, designed to provide support and freedom of movement during training and competition.

We will leave the on-court product testing to Musetti.

“I always try to give my all, both on and off the court,” Musetti said in announcing the partnership. “To do that, I need to feel good at all times, even when it comes to the most basic things.”

Photo credit: IUMAN Intimissimi / Calin Group

It is the latest example of fashion brands moving deeper into tennis, a sport that has become particularly attractive for luxury and lifestyle companies looking for athletes who can carry a campaign well beyond the baseline.

Musetti, already known for one of the more stylish games on tour — one-handed backhand included — is an especially logical choice.

Sandro Veronesi, founder and chairman of IUMAN parent company Oniverse, said Musetti’s ability to combine results with style reflects the brand’s own positioning, calling the move onto the ATP Tour “a strategic step” in IUMAN’s global growth.

Most tennis sponsorships start with a logo on a shirt.

This one apparently started underneath it.

===

By Florida Tennis Staff. Sources: IUMAN Intimissimi / Calin Group; IUMAN Intimissimi; Engage.

FLORIDA TENNIS NEWS — POWERED BY OUR PARTNERS