Felix Auger-Aliassime leans on a rock outdoors.

Photo :

We’ve always known how talented he is.

And over the years we’ve learned that Félix Auger-Aliassime is also an exceptional human being. He may only be in his early 20s, but over and above his athletic abilities, he’s polite, educated, generous, accessible, friendly and a pretty good piano player, too.

And he’s superstylin’. A dapper class act.

So it’s not surprising that premier partners outside the sport would flock to him: Tag Heuer, Renault, BNP Paribas and now Dior.

Read also: Felix’s Main Man – Fred Fontang

On April 22, the mythical French fashion house announced that Félix had signed on as a new brand ambassador, joining the ranks of Rihanna, Jimin (BTS), Monica Bellucci, Charlize Theron, Robert Pattinson, Jennifer Lawrence, Johnny Depp, Mélanie Laurent, Natalie Portman and Jude Law.

Félix and his love Nina Ghaibi have populated his Instagram grid with pics taken in different places and at different times in his busy life. Whether he’s at a black-tie event or on holidays, he always keeps it classy.

Photos : @felixaliassime

Considering his journey thus far and his exemplary manner, it’s clear from his list of sponsors that he’s created his own brand, one that’s easy to recognize and encompasses all the qualifiers in this post.

Much like another player some 20 years his senior who built his own RF brand.

Read also: Sam Aliassime’s Front-Row Seat

In late 2017, Federer—who’d perhaps caught a glimpse of something more than just raw tennis talent in Félix—invited him to train in Dubai.

Photo : TennisTonic.com

Looking back on what Federer said, I can’t help but think he may have foreseen things: “I like his attitude. For someone who is as young as him, it’s impressive; we saw it in the past with Lleyton Hewitt or Rafael Nadal, guys who are already mentally strong. I think we can put him a bit on that category. I’m always happy when he wins. I’ll definitely follow him in the next 15 years.”

The two battled only once, in June 2021, when Félix was just getting started and Roger was winding things up. On the grass in Halle, Germany, FAA won 4-6, 6-3, 6-2. Instead of gloating, boasting or emphatically celebrating his brilliant achievement, he seemed remorseful and probably wanted to apologize to Fed for the outcome.

Photo : TennisWorldUSA.org

Look at Félix, and you’ll see the same upstandingness and respect that define Roger.

Marie Auger and Sam Aliassime can be proud, since they’re such an important part of the smashing man their son has become. 

Photo : @felixaliassime

finally in the driver’s seat

Photo : @felixaliassime

Setting out to conquer the ATP at 14 can force you to skip some of the more conventional rites of passage in an average teen’s life.

Like getting your driver’s licence, for example.

Last week, at 22 years, 8 months and a few weeks old, while on the mend from a knee injury at home in Monaco, Félix finally got his. #betterlatethannever

Photo : @felixaliassime


Montage : @rowakina

Dubbed a superwoman by her fans, Iga Swiatek reigns supreme on the WTA Tour.

But to the point of dominating everyone, no matter the sport or the circumstances?

That may be overshooting the mark.

Read also: Iga is ON

Iga didn’t actually fly over a basketball court and mystify her towering rivals with her snappy dunks. That, of course, is the magic of photo editing.

On April 24, the WTA came up with the fun idea of asking its followers to become content creators by taking the racquet out of the World No.1’s hand and then photoshopping her in action in other settings.

They responded with plenty of downright entertaining images, like the one above by Rowan.

And these inspired proposals by Marek:

Montage : @markop1987
Montage : @markop1987

The similarity between the original photo and the Jumpman logo is striking to say the least. What better way to highlight the parallel than by throwing in the iconic Hotline Bling meme featuring Canadian rapper and basketball fanatic Drake? All the credit goes to Kamil.

Montage : @KamilWojnach

It may have occurred to you that Iga could be wielding a sword or even a lightsaber instead of her racquet. Eki and Rocksanche made it happen.

Montage : @_eki__12
Montage : @Roksanche

And here’s one final image dreamed up by Aldo of Iga trying to contain her (canine) opponent’s power.

Montage : @Aldo__1926


Email: privard@tenniscanada.com

Twitter : @paul6rivard

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