Fashion is becoming a new frontier for the ATP Tour, which has quadrupled its budget for style-driven initiatives. By doing so, the organization hopes to cultivate tennis players as cultural icons, mirroring the success the NBA and NFL have had with turning pre-game entrances into fashion events.
Basketball and football stars turned tunnel walks into fashion showcases, working with brands like Louis Vuitton and Skims. Now, tennis wants to capture the same energy and expand its reach beyond the court.
A New Era of Styled Athletes
Ahead of the US Open, ATP partnered with stylist Mobolaji Dawodu to dress top players, including Frances Tiafoe, Flavio Cobolli, Alex de Minaur, Andrey Rublev, and Holger Rune.
These athletes traded their sponsor-heavy looks for outfits from luxury names like Ralph Lauren, Ferragamo, and Issey Miyake. Contemporary favorites like Amiri, Officine Générale, and Stone Island also appeared in their wardrobes. The content, designed for social media, gave players a sharp, fashion-forward edge that caught fans’ attention instantly.
Fashion Meets Social Media Influence
ATP recognized that extending the life of these stylish moments required digital support. That’s why popular Instagram accounts such as @HauteLeMode and @OvertimeTennis were invited to review and share the looks. The sport is made visible to a far wider audience than conventional tennis fans by combining fashion with digital culture.
ATP and Copenhagen-based Palmes started a capsule cooperation, which increased the momentum. The line featured tennis shorts, polos, T-shirts, and accessories. To celebrate, a New York event brought together trendsetters and media, proving the campaign wasn’t just about clothes—it was about creating culture.
Building Athletes’ Personal Brands
According to Andrew Walker, ATP’s senior vice president of marketing, the goal is clear. In fact, “There’s a natural overlap between tennis and fashion, and this is our chance to draw in fans who may not usually watch matches.”
At the same time, he explained that many players already care about fashion and recognize its power in shaping their off-court business opportunities. As a result, the new strategy allows players to strengthen personal brands, attract sponsors, and grow their global fan base.
Tennis Stars and Luxury Labels
The connection between tennis and high fashion isn’t new, but it’s stronger than ever. Big names like Jannik Sinner and Carlos Alcaraz have already aligned with Gucci and Louis Vuitton. Their influence helps spotlight tennis as both a sport and a lifestyle.
But this is the first time that ATP has developed a formal strategy for fashion marketing. With budgets set to quadruple by 2026, the sport is signaling a serious long-term commitment. Funds will go into styling, photography, videography, and influencer partnerships, ensuring tennis remains relevant in both fashion and entertainment circles.
Fashion Becomes Part of the Game
For the ATP, investing in fashion isn’t about superficial upgrades—it’s about reframing the role of athletes in culture. Tennis players are increasingly positioned as global influencers, shaping trends and identities beyond the game itself.
With this fashion push, fans will see stars stepping into arenas as both competitors and style leaders, blending sport with high-profile cultural impact.