King of Prussia-based Lilly Pulitzer is joining forces with the Women’s Tennis Association for a youth empowerment initiative with the goal of inspiring confidence and optimism in future generations.

The partnership is a part of Lilly Pulitzer’s new “Be the Sunshine” campaign.

The company will also serve as the exclusive fashion uniform provider for the WTA throughout the 2020 season.

“Be the Sunshine” campaign will launch with a $50,000 donation to WTA Charities, the WTA’s philanthropic arm. Throughout the year, Lilly Pulitzer and WTA Charities will dedicate resources to promoting positivity and inspiring confidence in local WTA communities through WTA Charities programs.

Additionally, the company will donate 20 percent of its Prosecco Pink Fronds Place tennis collection’s in-store and online sales to WTA Charities on International Women’s Day, March 8.

“We are thrilled to be the official fashion supplier of the WTA this year,” said Lilly Pulitzer CEO Michelle Kelly. “Lilly Pulitzer and the WTA are joining forces to encourage future generations to be the sunshine in their communities, both on and off the court.”

The campaign is being headlined by Tracy Austin, a WTA tennis legend and Lilly Pulitzer brand ambassador.

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