ATP Debuts Fashion Arrivals Initiative at Indian Wells

The new program showcases players' personal style as they arrive at tournaments.

Published on Mar. 6, 2026

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The ATP has introduced a new fashion-forward pre-game ritual called Athlete Arrivals, which debuted at the BNP Paribas Open in Indian Wells. The initiative is designed to showcase players' personal style as they arrive at tournaments, with stars like Taylor Fritz, Alexander Zverev, and Frances Tiafoe featured in curated off-court looks.

Why it matters

The ATP's new fashion strategy aims to build stronger connections between tennis and the fashion industry, highlighting players' personal style and creating crossover opportunities with fashion brands. This aligns with the growing trend of athletes becoming style icons and fashion influencers.

The details

The ATP collaborated with former GQ Fashion Director Mobolaji Dawodu to work one-on-one with players and define their personal brand style, creating bespoke looks for their arrival moments. This content is then amplified across players' social channels and media partnerships. The initiative is built on three strategic pillars: events, athletes, and content.

  • The Athlete Arrivals initiative debuted at the BNP Paribas Open in Indian Wells in March 2026.

The players

Taylor Fritz

American professional tennis player.

Alexander Zverev

German professional tennis player.

Frances Tiafoe

American professional tennis player.

Mobolaji Dawodu

Former GQ Fashion Director who collaborated with ATP players on the Athlete Arrivals initiative.

Andrew Walker

ATP Senior Vice President of Brand.

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What they’re saying

“The ATP's fashion strategy is built on three pillars: events, athletes, and content.”

— Andrew Walker, ATP Senior Vice President of Brand (tennistonic.com)

What’s next

The Athlete Arrivals initiative will expand to the Miami Open presented by Itau and the Mutua Madrid Open in 2026, with a collaboration with Lacoste planned for Grigor Dimitrov's arrival in Miami.

The takeaway

The ATP's new Athlete Arrivals initiative demonstrates the growing intersection between tennis and fashion, as the sport looks to showcase players' personal style and build stronger connections with the fashion industry.