The ATP staged a new, fashion-first initiative at the BNP Paribas Open this week with the debut of Athlete Arrivals, a series of styled player walk-ins photographed as athletes entered the Indian Wells Tennis Garden.

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.’

“There’s a clear intersection in interests between tennis and fashion for our fans,” Andrew Walker, ATP Tour SVP of Brand & Marketing, told Vogue.

Players at Indian Wells worked with former GQ fashion director Mabolaji Dawodu to create custom looks. “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,” said Walker.

“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 tour frames Athlete Arrivals as an effort to create the kinds of viral fashion moments seen in other sports. Early social reaction has been largely positive, and the initiative offers players and agents another platform to showcase sponsors and individual style. Several younger players already have fashion partnerships and greater control over on-court attire, a trend the ATP is seeking to amplify.

“We’re in an individual sport, and tennis is, I think, becoming more and more fashionable,” Jack Draper said of his involvement in sponsor Vuori’s designs. “It’s cool to work with a brand that has such a big vision for themselves. Not only on-court stuff but also off-court. Really comfortable brand.”

“That’s just been a really cool, organic partnership for me that has grown. I was their first tennis player, and we started with one kit, and it’s just kind of evolved from there.” Ben Shelton said.

More Athlete Arrivals are planned for select tournaments, including the Miami Open and Madrid Open, and the program will culminate at the ATP Finals in Turin.

Carlos Alcaraz overcame a set and a break deficit to defeat Arthur Rinderknech 6-7 (6), 6-3, 6-2 in the third round at Indian Wells, moving to 14-0 in 2026. The world No. 1 recovered after a slow start to assert control over the final two sets and advance in the tournament.

The victory completes a strong opening to the season that already included seven match wins en route to the Australian Open title, five wins en route to the title in Doha and two wins at Indian Wells. Those results are part of a broader run: Alcaraz has now won 70 of his last 75 matches on tour, a stretch that reaches back to the start of last April.

Only five defeats interrupt that stretch over the last 11 months. They came to Holger Rune in the Barcelona final on clay; to Jannik Sinner in the Wimbledon final on grass; and to Taylor Fritz at the Laver Cup, to Cam Norrie in his first match in Paris, and to Sinner again in the ATP Finals final. The last three losses occurred on indoor hard courts at the end of last year.

Alcaraz’s form on outdoor hard courts during this period is particularly striking. He remains undefeated on outdoor hard courts in the span, compiling a 32-0 record since a loss to David Goffin in Miami last year. The Indian Wells comeback underlined both his resilience in adverse moments and the depth of consistency that has underpinned his run.

As the tournament progresses, the world No. 1 will carry that momentum into his next match, while the statistical arc of 70 wins in 75 matches highlights a level of sustained excellence across different surfaces and stages of major events.

A full Tuesday at Indian Wells brings high-stakes matchups across both draws, beginning with a rare Sabalenka-Osaka meeting and spanning a headline men’s clash between Jannik Sinner and Thiago Fonseca.

Osaka reflected on their only previous meeting in New York: “I remember thinking, like, we’re both going to get very far,” a line that now reads differently as their careers have taken divergent paths. Osaka rose to four majors and No. 1 soon after 2018, while Sabalenka’s ascent was steadier. The roles have flipped: Osaka is chasing Sabalenka’s top ranking, and she arrives at the event where she first broke through as a teenager.

Sabalenka welcomes the matchup. “A fashion show at the beginning, then a crazy match. She’s a great player.”

“She’s a great player,” Sabalenka said of Osaka. “Came back after pregnancy. Incredible shape. I have been watching her matches, really admire her.”

Both players brought power to the late 2010s, and this meeting should be a contest of first strikes. Osaka can match Sabalenka’s pace, but Sabalenka’s heavier shape and margin for error could allow her to ride out Osaka’s hot spells. Winner: Sabalenka

On the men’s side, the prospect of Sinner facing 19-year-old Fonseca carries intrigue. “It’s a really big thing to play against those guys,” Fonseca says of facing top-tier opponents like Sinner and his rival Carlos Alcaraz. “I’m gonna enjoy playing out there…try to enjoy as much as possible to see where my game is.”

Fonseca saved a match point to beat 16th-seeded Karen Khachanov, then dispatched 23rd seed Tommy Paul 6-2, 6-3. The Brazilian’s forehand and a lively following could produce a fast start against the world No. 2.

“It’s great.”

Frances Tiafoe is another American to watch as he prepares for Alexander Zverev. “Some matches you work for,” Tiafoe says of the prospect of facing Zverev in the round of 16 at a Masters 1000.

You see my last two matches? It was damn great. I’m happy. I’m happy the courts are a little faster. Frances Tiafoe after blitzing Flavio Cobolli, 6-1, 6-2

“He’s one of the better servers out here, so the biggest thing is to take care of my score and put scoreboard pressure,” Tiafoe says of Zverev.

“I think the past results don’t really have effect. Just go out and believe in it and execute.” Winner: Tiafoe

Amanda Anisimova’s match with Mboko pairs two rising Top 10 women who reached late rounds recently. Mboko has not dropped a set at Indian Wells; Anisimova surrendered one early but has tightened up since. Anisimova’s serve and ball striking make her the pick. Winner: Anisimova