Diadem Sports Teams with Tennis Pro Elina Svitolina in Groundbreaking Partnership
Olympic Medalist Debuts Diadem’s New Axis 98 Racquet at the Australian Open and Joins American Tennis Innovation Leader as Brand Ambassador and Business Partner
Fort Lauderdale, FL - January 11, 2025 - Diadem Sports announces a pioneering partnership with tennis champion Elina Svitolina, marking an innovative approach to athlete-brand collaboration in tennis equipment manufacturing. As part of the partnership, Svitolina will debut the Diadem Axis 98 racquet at the Australian Open, showcasing its elite performance on one of tennis’s biggest stages before hitting the market in February. The 17-time WTA singles champion and Olympic bronze medalist will join Diadem as a brand ambassador and strategic business partner.
"Partnering with Elina both on and off the court presents an incredible opportunity to achieve shared goals and pursue excellence in tennis and business," says AJ Bartlett, co-founder of Diadem Sports. "Elina's dual role as both competitor and business partner brings unique insights directly from elite competition into our product development process, strengthening the connection between performance and innovation."
The Diadem Axis 98 racquet showcases Diadem's revolutionary FS3 (Flex Stabilization System) technology, featuring three carbon fiber ribs and strategic foam placement for enhanced stability. The design also incorporates the proprietary 3X Grommet system and Air Foil frame design, optimizing spin generation and swing speed.
"The Axis 98's innovative design perfectly complements my aggressive baseline game," says Svitolina. "During playtesting, I immediately noticed how the Precision + Strike Zone technology enhanced my ability to generate spin, especially on my forehand. The racquet's stability and control allow me to play in crucial moments confidently."
Christian Singer, Managing Director Europe/Middle East/Africa, notes that the extensive playtesting process revealed how the Axis 98's technology aligned with Svitolina's playing style. "The racquet's FS3 technology provides the stability she needs for her defensive skills while allowing her to transition seamlessly into aggressive shot-making."
The partnership encompasses Svitolina's exclusive use of Diadem Sports' premium equipment line, including:
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Axis 98 racquet
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Diadem Strings
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Tour Series bags
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Pro Feel Performance Overgrips
Additionally, Svitolina will contribute to developing signature product lines. "Svitolina’s signature collection will reflect both her professional insights and personal design aesthetic, creating products that resonate with players at all levels," says Steven Milo, Global Director of Tennis.
About Diadem Sports:
Founded in 2015, Diadem operates with a clear vision – to revolutionize the tennis and pickleball industries by creating innovative, top-tier products that optimize players performance and motivating people to “Live to Play” for their physical, emotional and social well-being. Diadem Sports is committed to positively impacting society and helping communities through the highest quality equipment, continued access to the sport and creating continued opportunities through playing these wonderful sports. Located in Fort Lauderdale, Florida, the epicenter of the sports market, Diadem became the last American tennis brand, designing and developing all our products in-house. With over 100 years of combined experience in tennis, Diadem Sports continues to challenge the industry to create solutions that truly benefit players.
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Marketing Contact:
Paul P. Robinson, Head of Marketing
Paul.Robinson@DiademSports.com
Tennis Contact:
Steven Milo, Director, Global Tennis
Media Contact:
Maria Consuelo Gonima
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