Ahead of the 2025 US Open men’s singles final between Carlos Alcaraz and Jannik Sinner, Nike unleashed the thrilling “Opposites Attack” short, pitting the young titans against each other in a cinematic showdown. After six hours and four grueling sets, when Alcaraz triumphed, Nike celebrated him as “cut different,” a nod to his relentless drive and fearless style, echoing the brand’s philosophy: “Just Do It.” Now, that mindset is immortalized as Carlos Alcaraz joins Roger Federer and Rafael Nadal in the exclusive Nike club, complete with his own iconic logo.

After months of anticipation, Nike is set to launch a custom logo for the six-time Major champion, creating a personal brand mark that signals the company’s full investment in tennis’s next generation. Alcaraz, already the world No. 1, now stands at the center of Nike’s vision for the sport’s future.

According to Manuel G. Tallón of Murcia Plaza, Nike plans to unveil Carlos Alcaraz’s signature logo during the 2025 ATP Finals in Turin, Italy. The design, reportedly finalized and approved by all parties, is being kept under wraps to maximize its impact when revealed during the season-ending showdown. 

With Roger Federer retired and Rafael Nadal stepping away, Nike has shifted its focus to the rising stars. Alcaraz, having joined Team Nike in 2019 as a teenage prodigy, after leaving Lotto, has grown into one of the brand’s most high-profile tennis ambassadors. The logo, finalized but hidden from public view, is set to debut at the 2025 Nitto ATP Finals from November 9–16, an event that gathers the top eight players of the season and provides the perfect stage for a grand reveal.

Nike’s secrecy is deliberate. The company hopes to replicate the marketing impact of past logo unveilings for icons like Federer and Nadal, moments that became etched in tennis history. The brand has created signature marks for global stars across sports, including LeBron James, Erling Haaland, and Tiger Woods, and Alcaraz is now joining that elite circle. 

In 2024, he reportedly signed a long-term extension worth $15–$20 million annually, cementing him among the sport’s highest-paid athletes and running into the mid-2030s.

The move places Alcaraz alongside Jannik Sinner, whose signature ‘Fox’ logo debuted subtly last year at the ATP Finals during practice sessions before fans could purchase limited-edition gear. While Sinner’s logo and gear have gradually reached fans, Alcaraz’s signature collection is still shrouded in mystery, with no images or details leaked. Clearly, both players now form the backbone of Nike Tennis on the men’s side following Nadal’s retirement.

Nike’s recent releases, including t-shirts for Alcaraz and Sinner earlier this year, hint at the beginning of a broader strategy, though much remains to be done. Unlike Adidas Tennis, which dominates social media, Nike Tennis lacks an active online presence, leaving its stars underexposed outside Grand Slam stages. Still, the foundation is set, and the coming logo reveal will mark a defining moment for the Spanish phenom.

For Alcaraz, the focus is clear: carve out his name, cement his legacy, and elevate his brand to match his on-court dominance. The stage is set, the world is watching, and Nike is ready to shine a spotlight on tennis’s next superstar, turning potential into icon status.

Carlos Alcaraz to join million-dollar Australian Open bid

The 2026 Australian Open promises to dazzle fans with a groundbreaking opportunity: a “world-first” tennis experience where one point could make someone a millionaire. This January, it won’t just be the pros chasing glory and prize money: aspiring players will get their shot at fame and fortune, too. The opening week will feature the extraordinary ‘Million Dollar 1 Point Slam,’ a spectacle where a single, perfectly struck point could earn $1 million.

Tournament director Craig Tiley told the Australian Open website on October 7, “It is going to be a thrilling new initiative where one point could win you $1 million.” The event will also feature elite singles stars, ensuring high-octane entertainment for fans and competitors alike.

Six-time Major winner Carlos Alcaraz, fresh off his Japan Open triumph but sidelined from the Shanghai Masters due to injury, has already committed to participating. More top professionals are expected to join, adding firepower and prestige to the unique contest.

Alcaraz, meanwhile, is gearing up for his return at the Six Kings Slam exhibition in Riyadh before contesting events in Paris and Turin, where Nike’s big reveal awaits. 

His journey continues to be one of anticipation and spectacle. And we are here for it!