ATP debuts ‘Athlete Arrivals’, increasing fashion focus | ATP Tour

ATP Tour

ATP kicks off ‘Runners’ Arrival’, increasing fashion focus

A new pre-match ritual was introduced at Indian Wells

March 05, 2026

The ATP has launched its new pre-match fashion trend, providing players with a creative platform to express their personal style as they arrive at tournament venues around the world.

Launched at the BNP Paribas Open in Indian Wells, Athlete Arrivals captures the stars of the ATP in style, dedicated to court gear as they arrive at tournaments, with the first edition including Taylor Fritz, Jakub Mensik, Alexander Zverev, Frances Tiafoe, Andrey Rublev, Francisco Cerundolo, Alex Michel Bergs and Alex Michel Bergs.

In the creation of Indian Wells, the former Fashion Director of GQ, Mobolaji Dawodu worked with several athletes to help define the personal brand style of each player, plan the definitive look for their upcoming arrivals and shoot editorial photos for their social channels. The collaboration was launched through ATP Styling Studios, another key part of ATP’s fashion strategy, offering players one-to-one styling sessions with fashion industry leaders.

Frances Tiafoe arrives at the BNP Paribas Open site in Indian Wells.” style=”width:100%;” src=”

ATP’s fashion strategy is supported by three key areas: events, athletes and content. Events will focus on areas including Player Arrival times for tournaments, relevant cultural events and potential collaborations. The athlete will focus on creating other ATP Styling Studios sessions and cross-fashion opportunities with player products and media. The content pillar will aim to establish media relationships and content collaborations for players, including dedicated fashion content that will be developed in the future through ATP’s collaboration with TikTok, Spotify, Overtime and the individual creator network.

The activation of Indian Wells is the first of a number of arrivals of the best athletes in fashion at selected tournaments in 2026, culminating in the Nitto ATP Finals. Upcoming events will feature up to 10 players at the Miami Open presented by Iau and the Mutua Madrid Open. In Miami, ATP will bring its partnership with the sports fashion brand Lacoste to the fashion strategy, collaborating on the highly anticipated look of Lacoste ambassador, Grigor Dimitrov and bringing this to life with custom content captured on the streets of the city.

Andrew Walker, ATP Senior Vice President of Brand & Marketinghe said: “Fashion is deeply rooted in the culture of tennis and creating moments that allow our players to express their personal style offers a unique opportunity to put tennis in a wider cultural conversation and open it up to new audiences. This builds on the success of our Styling Studio, which we launched initially as a pilot before the 2025 US Open. It has shown us many of our fans around the world in terms of fashion. athletes and strong visibility, we are ready to lean on this space, bringing new fans to the sport and We have strengthened the name of our players in this game.”

The expansion of ATP’s fashion strategy marks a significant step in ATP’s move into the fashion and lifestyle space, which has included 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 equipment.