This week ATP players stepped out in style at the BNP Paribas Open—the first in a series of fashion-forward “Athlete Arrivals,” the latest stage in the men’s tour’s sartorial strategy.
Styled from head to toe, Taylor Fritz, Alexander Zverev, Andrey Rublev, Frances Tiafoe, Francisco Cerundolo, Jakub Mensik, Zizou Bergs and Alex Michelsen were photographed walking into the Indian Wells Tennis Garden, treating the player entrance like a runway, and the resulting content was splashed across social media.
Last year, the ATP Tour reportedly quadrupled its budget for fashion-focused initiatives—funding stylists, photography, videography, influencer partnerships and content across media platforms—and laid out a dedicated fashion marketing strategy. It also created ATP Styling Studios, which gives players ‘premium one-to-one styling sessions with fashion industry leaders.’
Read More: Style suites, tunnel walks, luxury collabs: Inside the ATP’s new fashion strategy
“There’s a clear intersection in interests between tennis and fashion for our fans,” Andrew Walker, ATP Tour SVP of Brand & Marketing, told Vogue. “We see this as an opportunity to bring fans who might be following the sport more casually deeper into the fold.”
A preview of the initiative was seen at the 2025 US Open—where Alex de Minaur, Tiafoe, Rublev and more select players were styled and photographed as the initiative was unveiled in Vogue Business.
Now the first ‘Athlete Arrivals’ made their debut this week in Indian Wells—a recreation of the types of fashion moments that go viral in other sports, like the NBA and Formula One, and that have made athletes like LeBron James, Jarred Vanderbilt and Lewis Hamilton into cultural crossover stars.
