Steffi Graf Named New Brand Partner for German Sportswear Label Crivit
Tennis icon Steffi Graf has embarked on a new professional venture, becoming the official brand partner for the German sportswear company Crivit. The announcement was met with enthusiastic celebration from her husband, fellow tennis legend Andre Agassi, who publicly expressed his immense pride on social media.
Agassi's Heartfelt Social Media Tributes
Andre Agassi could scarcely contain his joy following the official announcement. The American tennis great took to his Instagram Story to share the news, reposting Crivit's announcement with the heartfelt caption, "Beyond proud to see you as the new brand partner of Crivit." In a subsequent post featuring a short promotional clip, he added, "You crushed this! So proud of you Stef!" His posts underscored the deep personal significance of this milestone for the celebrated couple.
Details of the Crivit Partnership and Global Campaign
Crivit, a brand launched in 2009 and owned by the German supermarket giant Lidl, is renowned across Europe and other international markets for providing high-quality, affordable sportswear. The partnership was formalized as part of a major global campaign launched by the brand in February 2026, with Steffi Graf serving as its prominent face.
The comprehensive campaign features a series of short promotional videos where Graf speaks authentically about core themes of finding motivation and maintaining an active lifestyle. For long-time admirers of Graf and Agassi, this development represents yet another significant chapter in their enduring partnership, showcasing their mutual support both in public endeavors and private life.
Graf and Agassi's Parallel Success in Pickleball
While Steffi Graf steps into this new role with Crivit, she and Andre Agassi have simultaneously cultivated a formidable presence in the world of pickleball over recent years.
Discovering a New Sporting Passion
In an interview with PEOPLE magazine in March 2025, Graf revealed that she and Agassi discovered pickleball during the pandemic. "Andre still plays tennis, but I don't much anymore," she explained. "We really liked learning a new sport during the pandemic and meeting new friends through pickleball." She also shared a simple but telling rule the couple adheres to: "We don't play each other. We prefer to be on the same side of the court."
Dominance in The Pickleball Slam
The couple has been a dominant force in The Pickleball Slam, a high-profile exhibition event that began in 2023 featuring a substantial $1 million prize purse. Andre Agassi has participated in and won all three editions held so far.
- In the inaugural 2023 event, Agassi teamed with Andy Roddick to defeat the duo of John McEnroe and Michael Chang.
- For the second edition, Agassi partnered with his wife, Steffi Graf, and together they secured victory over John McEnroe and Maria Sharapova.
- The 2025 edition saw Graf and Agassi successfully defend their title, prevailing against the team of Andy Roddick and Eugenie Bouchard.
The fourth installment, Pickleball Slam 4, is scheduled for April 2026 in Hollywood, Florida. For this upcoming event, Andre Agassi is set to partner with James Blake to face the team of Anna Leigh Waters and Eugenie Bouchard.
A Lasting Legacy of Partnership and Activity
Through strategic brand partnerships like Steffi Graf's with Crivit and their continued excellence in exhibition pickleball, Graf and Agassi maintain a vibrant and active presence in the global sports landscape. Their journey exemplifies a powerful partnership, celebrating each other's achievements whether in a global marketing campaign or on the competitive court, moving forward together with unwavering support.
