Psycho Bunny is showing its allegiance to the sport of tennis.
Less than a year after the Montreal-based sportswear brand became the official apparel sponsor of Tennis Canada, it has signed a multiyear global partnership with Alexei Popyrin, a rising star in the tennis world.
Anna Martini, chief executive officer of Psycho Bunny, said the company experienced success in the inaugural year of its Team Canada partnership with high-profile activations at the 2024 National Bank Open in Toronto and Omnium Banque National in Montreal. As a result, it gave Psycho Bunny the confidence to sign its first on-court ambassador.
The partnership with Popyrin, a 23-year-old Australian who is currently 23rd in the ATP ranking, marks the first brand ambassador signed by Psycho Bunny. Popyrin had a breakout year in 2024 with a victory at the Omnium Banque National and a run to the Round of 16 at the U.S. Open.
Alexei Popyrin in Psycho Bunny.
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“He’s a rising star and is bold, energetic and fierce on the court,” Martini said, adding that tennis in general is “a great playground for Psycho Bunny.”
As part of the deal, Psycho Bunny is creating a custom performance collection for Popyrin to wear in competition. The collection, which features tailored high-tech apparel that reflects the player’s personal style, will not be available commercially but “derivatives of that will be” in the brand’s Bold Moves collection, Martini said. Psycho Bunny currently offers performance products such as polos and tees for golf and “this is complementary,” she said.
In addition, Popyrin will be featured in upcoming brand and seasonal product campaigns wearing the company’s high-performance tennis apparel as well as off-court lifestyle pieces.
“It’s impossible to escape Psycho Bunny. Their magnetic logo and energy made it a brand I always kept my eye on,” said Popyrin. “Wearing their high-quality fabrics on court was an eye-opener, but meeting the team really sealed the deal for me. Their passion and commitment to the sport inspired me, and after seeing their tournament takeover in Montreal, I knew I wanted to partner with them. I’m excited and humbled to be Psycho Bunny’s first-ever tennis ambassador, and I can’t wait to get started.”
While the focus is on tennis, Martini said the brand is continuing its retail rollout. It opened its 100th unit in North America at the end of 2024 and hopes to add another 15 to 20 on the continent this year, she said. In addition, it will continue to add units in the Middle East and South Africa as it focuses on global expansion.
Martini believes it is the brand’s “distinctive brand positioning,” or the “boldness of the bunny,” that has helped Psycho Bunny gain a foothold in the competitive fashion market.
Psycho Bunny was founded by Robert Godley in 2005 and was purchased by Thread Collective, a Montreal-based apparel manufacturer, in 2016. It is known for its slightly maniacal logo of a rabbit with pink ears and its teeth hanging over a skull-and-crossbones and offers men’s and children’s wear in a variety of categories including polos, T-shirts, pants, sportswear and accessories.
Martini said the goal for Psycho Bunny this year is to continue to expand its outerwear and pant categories as well as its swimwear.
