The ATP is stepping deeper into the fashion and lifestyle space with the launch of Athlete Arrivals, a new fashion-forward pre-match ritual that spotlights players’ personal style as they arrive at tournaments around the world. Debuting at the BNP Paribas Open in Indian Wells, the initiative blends tennis, fashion, and culture — bringing the sport closer to the aesthetics of runway arrivals and NBA tunnel walks.
The inaugural Athlete Arrivals featured ATP stars Taylor Fritz, Jakub Mensik, Alexander Zverev, Frances Tiafoe, Andrey Rublev, Francisco Cerundolo, Zizou Bergs and Alex Michelsen, all photographed in styled off-court outfits as they arrived at the tournament grounds.
Fashion Meets Tennis
In the lead-up to Indian Wells, former GQ Fashion Director Mobolaji Dawodu worked with several ATP players to help define their personal brand style, curate bespoke looks for their arrival moments, and capture editorial photography for their social channels.
The collaboration was delivered through ATP Styling Studios, a key part of the ATP’s evolving fashion strategy. The program offers players premium one-on-one styling sessions with leaders from the global fashion industry.
ATP’s Three-Pillar Fashion Strategy
The ATP’s fashion initiative is built around three core pillars:
- Events: Athlete Arrivals activations at tournaments, collaborations with cultural events, and special fashion partnerships.
- Athletes: Expansion of ATP Styling Studios and crossover opportunities with fashion brands and media.
- Content: Dedicated fashion storytelling and media partnerships amplified through ATP collaborations with TikTok, Spotify, Overtime and a network of digital creators.
Coming Next: Miami and Madrid
The Indian Wells activation is the first in a series of Athlete Arrivals events planned for select tournaments throughout the 2026 season, culminating at the Nitto ATP Finals.
Upcoming editions will feature up to 10 players at both the Miami Open presented by Itaú and the Mutua Madrid Open.
In Miami, the ATP will integrate its partnership with iconic fashion-sport brand Lacoste, creating bespoke arrival looks for Lacoste ambassador Grigor Dimitrov and capturing custom content throughout the city.
“Fashion is deeply rooted in the culture of tennis and creating moments that allow our players to express their own personal style presents a unique opportunity to position tennis within wider cultural conversations and open it up to new audiences,” said Andrew Walker, ATP Senior Vice President of Brand & Marketing.
“This builds on the success of our Styling Studio, which we initially launched as a pilot ahead of the 2025 US Open. It has shown us there’s huge demand among fans for fashion-facing content. With a global pool of athletes and a strong visual identity, we’re well placed to lean into this space, bringing new fans into the sport while strengthening our players’ personal brands.”
Tennis Expands Into Lifestyle and Retail
The initiative represents another step in the ATP’s broader push into the fashion and lifestyle sector. Recent moves include the creation of a dedicated licensing and retail team and the launch of the ATP Store, a global e-commerce destination for tennis apparel and accessories.
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Source: ATP Tour. Photo credits: ATP Tour.