Look of the Week: Ons Jabeur makes Abu Dhabi debut in Saudi Arabian brand Kayanee

Ons Jabeur made headlines at the start of the season when she announced she’d be switching to a new apparel sponsor, Kayanee. That’s because it wasn’t just any apparel deal: It was “an exclusive tennis line designed for her” by the Saudi Arabian women’s health and wellness brand, which launched last year as a part of the kingdom’s Vision 2030 strategy.

The three-time Grand Slam finalist made her debut in Kayanee at the Australian Open last month, and despite her second-round exit it marked a major fashion milestone for the Arab No. 1 as the first tennis player to be sponsored by a Saudi brand. At the Abu Dhabi Open, Jabeur delighted Arab tennis fans as the No. 2 seed swept past former US Open champ Emma Raducanu 6-4, 6-1 on Wednesday—all while wearing her new red, beige and mauve custom kit from Kayanee.

“I am thrilled to be part of Kayanee, a brand breaking new ground for women in Saudi Arabia and the region,” Jabeur said in a statement.

“Just as I’ve strived to push boundaries in my tennis career, Kayanee is breaking barriers in the realm of female fitness. Together, we share a commitment in promoting a healthy, active lifestyle.”

Jabeur completes her on-court ensemble with her signature Wilson Pro Staff 97 racquet, and continues to wear Asics Gel Resolution 9 shoes during competition.

It was another major move for Jabeur, who had been previously outfitted by Lotto Sport since 2016. But it’s one that makes sense for a player who has been proud her whole career of being a “100 percent Tunisian product”—developing against all odds in a country with little tennis history to become the most successful Arab tennis player in history, and one of the region’s most visible female athletes.

And it’s also an ace for the kingdom’s growing investment into professional tennis, with Kayanee owned by the country’s often-controversial $650 billion sovereign wealth fund (PIF) and chaired by Princess Reema bint Bandar Al-Saud.

"This collaboration is not just about fitness; it’s about inspiring young women to pursue their dreams and seek their own place on an international playing field," Princess Reema said of working with Jabeur.

Last week, the princess—who has been the ambassador to the U.S. since 2019 and a member of the International Olympic Committee's Gender, Equality and Inclusion Commission—echoed her mission of “inspiring young women” as she slammed an op-ed by Chris Evert and Martina Navratilova urging the WTA Tour to avoid hosting its season-ending tournament in Saudi Arabia.

"These champions have turned their back on the very same women they have inspired and it is beyond disappointing," she wrote in response to the piece in The Washington Post.

"Sports are meant to be a great equalizer that offers opportunity to everyone based on ability, dedication and hard work. Sports should not be used as a weapon to advance personal bias or agendas ... or punish a society that is eager to embrace tennis and help celebrate and grow the sport."

With both the ATP and WTA Tours currently in talks with the kingdom, Jabeur has been one of tennis’s most vocal supporters of Saudi investment into the sport. And in December, she even made history when she faced Aryna Sabalenka at a sold-out exhibition match in the capital city Riyadh—the first women's tennis match ever held in the kingdom.

"I am someone pushing for a change, pushing to give more and more opportunities especially for women. I know in Saudi they're changing things and they're evolving," Jabeur said.

"I think it's a great step. I think it's something that could help the Arab world to have more tennis players, to get more involved in sports."

No. 2 seed Jabeur is through to the quarterfinals in Abu Dhabi, where she will face No. 6 seed Beatriz Haddad Maia on Friday.