ASICS has announced the signing of French tennis player Loïs Boisson to its European athlete roster, marking a strategic addition as the brand works to strengthen its tennis partnerships following recent high-profile departures.
The multi-year agreement brings the 22-year-old, currently ranked at a career-high World No. 36, into the ASICS tennis family. Boisson had a breakthrough 2025 season highlighted by an extraordinary run to the semifinals of the French Grand Slam on her main-draw debut. She also won her first WTA title in Hamburg.
A strategic signing amid roster challenges
The Boisson signing comes at a critical moment for ASICS in tennis. In recent weeks, the brand has lost two prominent European athletes: Australian Alex de Minaur departed for Wilson Sportswear in late December 2025, while German Eva Lys switched to Lacoste in early January 2026 following her breakout season.
Boisson’s game demands speed: ASICS delivers
Known for her all-court playing style, Boisson relies on speed and explosive agility. To support her fast-paced game, she will wear the SOLUTION SPEED FF3. The shoe’s lightweight, responsive design is engineered to provide the flexibility Boisson needs to move across the court with ease.
“I am extremely excited to officially join ASICS,” said Boisson. “I have always admired the high quality of their tennis shoes and apparel, but beyond this, I resonate with ASICS’ belief in the power of sport to uplift the mind. Having a partner that supports me on and off the court is incredibly important to me. I can’t wait to achieve new milestones together.”
“We are proud to welcome Loïs to the ASICS family,” said Carsten Unbehaun, CEO of ASICS EMEA. “Her remarkable season in 2025 is a testament to her incredible talent. We look forward to supporting her journey and providing her with the best footwear and apparel.”
Rebuilding in a shifting landscape
ASICS has been actively expanding its tennis roster in recent years, signing Italian Lorenzo Musetti from Nike in January 2025 and securing partnerships with junior circuits through UTR Sports in March 2025. However, the brand faces intensifying competition from established players like Nike, which retains top stars Carlos Alcaraz and Jannik Sinner, and from apparel specialists like Wilson, Lacoste, and Lululemon, which signed Frances Tiafoe for 2025.
The Boisson partnership represents ASICS’ continued investment in emerging talent, a strategy that balances cost considerations with the potential for long-term brand association as athletes ascend the rankings. With Italian Jasmine Paolini now serving as the brand’s most prominent women’s player following Lys’ departure, Boisson’s addition strengthens ASICS’ presence in European women’s tennis.
The brand will look to capitalize on Boisson’s upward trajectory and French market appeal as it navigates a tennis sponsorship landscape increasingly defined by athlete mobility and brand competition.
About Loïs Boisson
Loïs Boisson is a 22-year-old French professional tennis player currently ranked World No. 36. In 2025, she reached the semifinals of the French Grand Slam on her main-draw debut and won her first WTA title in Hamburg. Known for her all-court game built on speed and explosive movement, Boisson is considered one of the rising stars in European women’s tennis.
