How Tennis Challenger Brands Joma, Vie Artlétique and Yonex Are Serving Up New Energy at the US Open

When Mariano Navone beat Novak Djokovic on Sunday night at the US Open in the biggest win of his career, the 25-year-old Argentine player became the main character of a classic underdog story.

Spanish brand Joma, his footwear and apparel sponsor, was also thrust into the spotlight during the five-set match. The rising athlete couldn’t be missed in Joma’s neon green shirt. His sneakers, the Joma Ace shoes, were designed specifically for Arthur Ashe Stadium’s hard court.

Joma wasn’t the only challenger label that had a moment on Sunday. During a wide open field this year, lesser-known brands have a chance to be more visible than usual amid the sea of Nike, Adidas, On and Asics.

Vie Artlétique made its debut on the feet of Leylah Fernandez, who reached the US Open final as a teenager back in 2021. The athlete, sponsored by Lululemon on the apparel side, stepped out in the “Purple Potion” colorway of the $180 Vie Artlétique tennis shoe. (She won in straight sets, advancing to the second round of the tournament on Wednesday.)

The brand, founded by a group of tennis players, agents and coaches , tapped GR Shoe Co. to help build the performance-driven tennis style. According

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