With Lorenzo Musetti, IUMAN Intimissimi’s underwear makes its debut in tennis The Italian is the testimonial of the brand

In contemporary tennis, an athlete’s image is built on more than what they wear when they step onto the court. What remains unseen is becoming increasingly important too: the relationship between the body and the elements that support performance. It is within this space, between underwear, comfort and sport, that the new partnership between IUMAN Intimissimi and Lorenzo Musetti comes into play.

The Italian tennis player will front the brand’s Autumn/Winter 2026 campaign and will work with IUMAN for a year, both on and off the court. The partnership reflects a broader shift in the relationship between athletes and fashion: technical apparel is no longer purely about function, just as underwear has become more than a secondary element of an athlete’s image. It is part of a wider approach built around body care, material research and attention to detail.

From the Tokyo tournament, starting on September 30, the partnership will also become visible on the ATP Tour, with the IUMAN patch appearing on Musetti’s match shirt. The logo will become part of the visual landscape of his matches, creating a direct link between the most intimate layer of clothing and the instantly recognisable world of the tennis court.

To support Musetti’s sporting activity, IUMAN has also developed a new microfibre boxer designed to move with the athlete during the most intense stages of a match. Support, freedom of movement and comfort become technical features, but also part of a new approach to performance preparation: one that starts before a player even picks up their racket.

It is an interesting space because, perhaps more than in many other sports, tennis constantly brings body and image together. Every movement is watched, photographed and turned into content. A player’s silhouette, kit, shoes and accessories all contribute to building a recognisable identity, while underwear remains deliberately out of frame despite playing a tangible role in how an athlete experiences their own body.

The partnership between Musetti and IUMAN sits precisely on this line. On one side is the public image of one of the most recognisable Italian players of his generation; on the other, a private and functional element of his everyday preparation. You can tell a champion not only by how they play, but by how they feel: comfort becomes part of performance, an invisible detail that can make a difference when every movement is repeated for hours.

More than simply introducing a new campaign, the project highlights how underwear is becoming increasingly relevant to the contemporary image of the athlete. Not necessarily as something to be seen, but as an extension of their identity and the way they prepare to perform. For Musetti, the court remains at the centre of everything. But what happens before he steps onto it, even when no one sees it, is part of the same story.