ATP debuts 'Athlete Arrivals', expanding fashion focus
The ATP has launched its new fashion-forward pre-game ritual, providing players with a creative platform to express their personal style as they arrive at tournament venues across the world.
Launched at the BNP Paribas Open in Indian Wells, Athlete Arrivals capture ATP stars in styled, dedicated off court outfits as they arrive at tournaments, with the debut edition featuring Taylor Fritz, Jakub Mensik, Alexander Zverev, Frances Tiafoe, Andrey Rublev, Francisco Cerundolo, Zizou Bergs and Alex Michelsen.
In the build-up to Indian Wells, former GQ Fashion Director, Mobolaji Dawodu worked with several of the athletes to help define each players’ personal brand style, curate a bespoke look for their upcoming arrival moments and capture editorial photography for their social channels. The collaboration was delivered through ATP Styling Studios, another key part of the ATP’s fashion strategy, which offers players premium one-to-one styling sessions with fashion industry leaders.
<img alt=”Frances Tiafoe arriving on site for the BNP Paribas Open at Indian Wells.” style=”width:100%;” src=”/-/media/images/news/2026/03/05/20/27/tiafoe-indian-wells-2026-fashion-hero-horizontal.jpg” />
The ATP’s fashion strategy is underpinned by three core areas: events, athletes and content. Events will focus on areas including the Athlete Arrivals moments at tournaments, relevant cultural events and potential collaborations. The athlete focus will be on creating further ATP Styling Studios moments and fashion crossover opportunities with brands and media for the players. The content pillar will aim to establish media partnerships and content collaborations for the players, including dedicated fashion content that will be amplified in the future through the ATP’s partnerships with TikTok, Spotify, Overtime and a network of individual creators.
The Indian Wells activation is the first in a number of fashion-forward Athlete Arrivals at select tournaments in 2026, culminating at the Nitto ATP Finals. Upcoming editions will feature up to 10 players at the Miami Open presented by Itau and the Mutua Madrid Open. In Miami, the ATP will bring its partnership with iconic fashion-sport brand Lacoste into the fashion strategy, collaborating on bespoke looks for Lacoste ambassador, Grigor Dimitrov and bringing this to life through custom content captured on the city’s streets.
Andrew Walker, ATP Senior Vice President of Brand & Marketing, said: “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. 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 our fans for fashion-facing content. With a global pool of athletes and strong visual identity, we’re well placed to lean into this space, bringing new fans into the sport and strengthening our players’ brands in the process.”
The expansion of the ATP’s fashion strategy marks a significant step in the ATP’s move into the fashion and lifestyle space, which has included the creation of a dedicated licensing and retail team and launch of ATP Store, a global e-commerce shopping destination for tennis apparel and accessories.
[NEWSLETTER FORM]