Former World No. 1 Andy Roddick tells me tennis is “going nuts in the best way right now.” And he’s a growing part of it at every step, recently signing a multi-year partnership to join Psycho Bunny as a global ambassador.

Roddick says he would have bet his house there was no way tennis would have the cultural moment it is now, so quickly following the retirements of legends—from Roger Federer to Rafael Nadal to Serena Williams and more—with the sport “entering a cycle of cool and relevance with stars oozing charisma.” It’s not surprising, then, with the pop culture draw of tennis, that an outsider brand like Psycho Bunny would want to join. And Roddick’s ready to jump in with them.

Born in 2005, but since a rebirth in Montreal, Psycho Bunny began first as a tie company before growing. The brand entered tennis in 2024 by sponsoring the National Bank Open in Canada. Then, earlier this year, they signed tour-level players Alexei Popyrin and Arthur Rinderknech.

Roddick’s knowledge of a brand his social media manager told him was “a bit cooler” than a guy like him, was seeing the gear on Popyrin and then walking past a storefront in Charlotte, North Carolina, where he lives now. “It is a bold, edgy brand that seems to be super interested in tennis,” he says, adding that with his recommitment to the sport, the two make a good fit.