Tennis has always had its style icons. Federer in his Wimbledon whites, Agassi in denim shorts and a mullet, McEnroe radiating a dishevelled cool that no one has managed to replicate since. Style and the sport have always kept close company.
But right now, in 2026, Carlos Alcaraz is the man.
At 23, the Spaniard is already a seven-time and Career-Grand Slam champion, been the world number one, and by some distance the most marketable athlete in the game. The brands that have lined up to work with him tell you everything you need to know. Not just sportswear companies or racquet manufacturers. We’re talking about Rolex, Louis Vuitton and Calvin Klein. The kind of roster that puts him less in the conversation of great tennis players and more in the conversation of great men’s style figures.
Louis Vuitton
Alcaraz became a brand ambassador for Louis Vuitton in 2023, joining a roster alongside Lionel Messi and Naomi Osaka. The campaign saw him in luxury suits and tuxedos, and he spoke about it with a self-awareness that felt genuine. “As an athlete, it is not every day we get to dress up, but there are special occasions and it feels good to show up looking and feeling great. As I have grown up, I definitely have more appreciation for a well-tailored suit,” he told Vogue.
Rolex
Alcaraz joined the Rolex family in 2022 in a deal estimated between $8 million and $15 million per year, putting him alongside Roger Federer, Rod Laver and Chris Evert in the brand’s long history with the sport. Shortly after winning the 2025 French Open, he was spotted with a Rolex Daytona ref. 126518LN on his wrist, a piece worth $46,000 and up.
Calvin Klein
Alongside Rolex and Louis Vuitton, Alcaraz represents Calvin Klein, having starred in global campaigns and brand shoots for the label. The underwear campaigns in particular generated the kind of attention that fashion houses spend millions trying to manufacture. He has the build, the face and crucially the ease in front of a camera that most athletes never develop. He looked entirely at home.
Nike
Nike has been with him since early in his career, with the racquet brand Babolat recently extending their deal with him through 2030. At the 2025 French Open he played in a pale ivory top and deep green shorts from Nike’s Paris collection, clean and sharp against the clay. Nike has also produced personalised editions for him, including a pair of shoes engraved with his grandfather’s motto, “cabeza, corazón y cojones,” head, heart and balls, a philosophy his grandfather used to teach him both chess and tennis.
The New York Times named Alcaraz one of the most stylish people of 2025, which prompted no shortage of amusement among tennis fans who associate him more with his electric baseline game than his wardrobe choices. But the list wasn’t wrong. His hair alone became a conversation. He arrived at the US Open with an extreme buzz cut after admitting his brother Alvaro had botched the job. He then dyed it platinum blonde before returning to black.
What makes Alcaraz work as a style figure isn’t that he tries hard. It’s that he clearly doesn’t. The Louis Vuitton campaigns, the Rolex on the wrist after a title, the Calvin Klein shoots, none of it looks like a man performing a version of himself for the camera. It looks like a 22 year old who happens to be very good-looking, very talented, and completely comfortable in his own skin.
In a sport that has long rewarded elegance as much as excellence, he manages both, which is incredibly difficult. And right now, nobody in tennis is pulling it off better.
