Felix Auger-Aliassime lauds fan support, unveils new personal logo

FLASHBACK: Carlos Alcaraz defeated Felix Auger-Aliassime in the quarterfinals of the BNP Paribas Open.

Add a shiny, new logo to Felix Auger-Aliassime's growing portfolio. The 22-year-old Canadian unveiled his new mark late last month ahead of Roland Garros, become the latest tennis player to take their brand into their own hands.

The logo is simplistic enough in its design: It's an abstract rendering of his initials, 'FAA.' Auger-Aliassime unveiled the logo with a slick reel on Instagram, featuring a sketched-out version of himself edited alongside videos of him playing tennis through the years. The concept was brought to life by Baku Artiste, with the video animated by J.F. Lemay and scored by the music of Tommy Lunaire.

But, Auger-Aliassime said, unveiling a personal logo has a deeper meaning in the context of his career.

"Throughout the many phases of my career, there has been growth, challenges, and accomplishments, yet one thing has remained constant: your support," Auger-Aliassime wrote alongside the post.

"Feeling consistently encouraged throughout this journey has allowed me to stay ambitious with my goals and find humility in my successes. Today, I am happy to share that another step in this thrilling journey is announcing my official logo, which has been in the works for quite some time now. While my career is still young, I look forward to seeing where this road takes us in the years ahead."

Auger-Aliassime joins Daniil Medvedev in players to unveil a personal logo this year. In January, the 2021 US Open champion launched his gaming-inspired personal logo with Lacoste, his longtime clothing brand.

It's been an eventful spring for the Canadian on the style front: In April, he was announced as tennis' men's ambassador for Dior fashion house, joining Emma Raducanu on the women's side.