The Italian tennis star becomes the face of IUMAN Intimissimi, connecting athletic performance, masculine style and premium underwear in a partnership moving directly onto the ATP Tour.
There is something particularly natural about Lorenzo Musetti stepping into an underwear campaign built around performance. The Italian tennis player brings the lean, conditioned physique of a professional athlete to IUMAN Intimissimi’s Fall/Winter 2026 campaign, where the familiar codes of the tennis court become the setting for a study of comfort, movement and masculine form.
IUMAN announced Musetti as its new brand ambassador in September, beginning a one-year partnership designed to follow the Italian both on and off the court. The first chapter centers on Filo Premium, the brand’s elevated range of boxer briefs and undershirts made from pure mercerized cotton.
From the Locker Room to the Baseline
The campaign imagery makes its sporting connection immediately clear.
Against clay-colored courts, wooden lockers, benches and tennis nets, Musetti appears in an intentionally restrained wardrobe of white, navy and muted blue. The visual language feels almost nostalgic: warm light, natural skin tones and simple compositions give the photographs the atmosphere of an old European tennis club rather than a highly polished fashion studio.
And that simplicity works.
The clothes aren’t fighting for attention against Musetti’s physique. Instead, the campaign uses the athlete’s body to demonstrate what the garments are intended to do. Boxer briefs sit close to the body without looking overly constructed, while lightweight T-shirts and matching shorts reinforce the idea of clothing designed to disappear into movement.
One particularly effective image places Musetti shirtless in white boxer briefs against dark wooden lockers. Another positions him against a tennis net wearing blue underwear, turning the familiar architecture of the court into a surprisingly strong fashion composition.
The result sits somewhere between sports campaign, underwear editorial and classic Italian masculinity.
Filo Premium: Performance Starts Underneath
The hero product is IUMAN’s Filo Premium collection, made from mercerized cotton. The treatment gives cotton a smoother appearance while increasing strength and helping it retain color, making the material particularly appropriate for underwear intended to balance refinement with everyday durability. Just Jared
That philosophy is visible throughout the photographs. There are no elaborate styling tricks here. White briefs, dark boxer briefs and fitted crew-neck tees become the foundation.
For an athlete, however, underwear cannot be purely visual.
Musetti recently described his priorities for competition as lightweight, breathable and highly elastic clothing—essentially pieces that allow him to concentrate on playing rather than what he is wearing.
IUMAN has taken that idea further by developing a soft microfiber boxer specifically around Musetti’s sporting needs, designed to provide support and freedom of movement during training and competition.
That makes this more interesting than the usual athlete-in-underwear endorsement. The campaign sells the body and the image, certainly, but the partnership also connects the product directly to what that body actually has to do.
IUMAN Heads to the Japan Open
And now the campaign is about to leave the locker room.
Beginning September 30, the IUMAN partnership becomes visible on the professional tennis circuit, with Musetti scheduled to wear the brand’s patch on his match shirt at the Japan Open in Tokyo. The arrangement is intended to continue through the competitive season.
The 2026 Kinoshita Group Japan Open is being held at Ariake Colosseum in Tokyo, with Musetti included in the ATP 500 singles field.
It creates a clever connection between what spectators see and what they don’t: IUMAN on the shirt, IUMAN underneath it.
For Fashionably Male, that is perhaps the strongest element of the collaboration. Musetti isn’t being transformed into a conventional underwear model. The campaign keeps him firmly within his own environment—the locker room, tennis court and moments surrounding competition.
His athletic physique becomes part of the product story rather than simply the object of it.
And with the Japan Open activation beginning September 30, IUMAN is taking that story exactly where it belongs: onto the court.
Talent @lore_musetti
Brand @iuman
