In 2021, Leylah Fernandez’s ascent to tennis stardom was capped off by her incredible run at the U.S. Open.
Her success had tennis fans happily embracing the young phenom while new fans quickly took to her big smile, warm personality and ferocious play.
Some other fans were watching as well, including Youth Athletes United.
And after that thrilling finals match against Emma Raducanu, they knew they had found the one. Their own Neo.
Today, Youth Athletes United announced that Fernandez, 19, was their new, and first, brand ambassador, a role she was thrilled to accept.
“It’s a big honor for me,” Fernandez told me in our interview. “It’s motivation. I’ve always had that dream of helping kids and this is a great step forward.”
Leyla took a great step forward in her tennis career last year.
In March she won the Monteray Open by defeating Viktorija Golubic, 6–1, 6–4.
In August she made her memorable run through the U.S. Open before falling to Emma Raducanu in their exciting finals match.
For her efforts, Fernandez was named the 2021 Canadian Press Athlete of the Year.
That’s the type of athlete you want to associate with.
But to be a brand ambassador and face of a company, you must be more than an athlete. You must represent the ideals and values of that organization.
After speaking with Leylah, you understand why she was the perfect fit for Youth Athletes United.
“It’s what she represents,” Adam Geisler, CEO of Youth Athletes United, told me. “She wants the opportunity and doesn’t shy away from it. Instead, she runs towards it.”
The organization’s goal is to introduce sports to children and show them the values and life lessons sports teaches. Most importantly though, they want to reach children in overlooked and underserved communities. Communities that generally don’t have the facilities or access to sports such as tennis, golf and soccer.
Having a star like Leylah Fernandez as their first brand ambassador makes accomplishing that goal a lot easier.
Fernandez’s father was a professional soccer player, yet he didn’t want her to play it.
But her talent for sports quickly overcame his initial reluctance. The next thing he knew, she was participating in everything from soccer and baseball to swimming and track.
“I can’t believe you got the athletic dream,” he told her.
She excelled athletically and soccer became her first love. But tennis was her calling and she recognized it the second she picked up her first racquet.
“It was pink with flowers,” she said. “It was a moment of truth. I had a path and tennis was it.”
From that very moment, she knew where her future lay.
“I remember the first time I hit a tennis ball and the beautiful feeling it gave me. I want kids to feel that.”
Tennis is not the first sport of choice for many of the communities Leylah and Youth Athletes United will be working with. But she has what it takes to overcome those obstacles and hesitations.
Fernandez is young, successful, talented, mature and smart. She also speaks multiple languages and looks like many of those she will be interacting with.
Plus she has a smile that charms and breaks down defensive barriers.
Leylah Fernandez continues to develop as a pro, but she also wants to open the doors for others to follow in a sport that many don’t have much interaction with.
That’s why partnering with Youth Athletes United is so important. It allows her to share her passion for sports and her love of tennis with others.
It enables her to show others that they can pursue sports that they might not know anything about simply because of the lack of exposure.
“Growing up, I had a great childhood and played a lot of sports. I enjoyed it and learned a lot,” said Fernandez. “I want to help inspire the next generation so that sports can have a positive impact on their lives. I was lucky enough to play different sports and I always remember the first time I played each sport. That’s a beautiful memory and I want kids to experience that. Partnering with Youth Athletes United is a great step toward that dream.”
Leylah Fernandez and Youth Athletes United are excited to start their partnership and bring the life lessons learned through sports to communities across North America.
But Fernandez wants all children to learn the most important lesson that her grandfather taught her.
“Be happy.”
After speaking with Leylah, I know that’s exactly how all those she works with will be.
