Polestar has appointed Canadian tennis star Félix Auger-Aliassime as its newest global brand ambassador. The decision comes shortly after Olympic gold medalist Justine Dufour-Lapointe accepted a similar role for the brand in Canada. Auger-Aliassime, currently ranked in the ATP top 10, is one of the country’s most prominent athletes, with ten ATP Tour titles and a Davis Cup victory in 2022. “I am proud to partner with Polestar at such a thrilling moment for both of us,” he said. “Performance and precision are central to how I approach tennis and I see that same commitment in everything Polestar builds. It is important to me to align with brands that are looking forward and thinking about the future and I am excited to grow together.”
Polestar’s perspective
The Swedish electric vehicle company highlighted Auger-Aliassime’s qualities as a perfect fit for its philosophy. “At Polestar, leadership in performance goes beyond raw numbers — it’s about how design, innovation, and engineering come together with clarity and purpose,” said Hugues Bissonnette, Head of Polestar in Canada. “Félix demonstrates that same philosophy on the court, where precision, preparation, and intelligent execution define true performance. His mindset and presence make him a natural ambassador for our brand.”
The partnership in action
The collaboration officially begins at the BNP Paribas Open in Indian Wells, California, running from March 1 to 15. Auger-Aliassime will drive a Polestar at several major competitions throughout the year, including all four Grand Slams and the National Bank Open in Montreal this August.
This partnership underscores Polestar’s commitment to aligning with athletes who embody discipline, innovation, and excellence, while giving Auger-Aliassime a platform to extend his influence beyond the tennis court.
ATP Indian Wells - Felix Auger-Aliassime's projected path
Felix Auger-Aliassime in 2026
Ranked world no.9, the Canadian played his last match on the 27th of February when he was overcome by world no.11 Daniil Medvedev 6-4 6-2 in the semifinal in Dubai (draw).
This season Auger-Aliassime has managed to achieve an overall 12-4 win-loss record. This year, the Canadian conquered 1 title in Montpellier. The Canadian was the runner-up in Rotterdam.
