Carlos Alcaraz has officially addressed speculation surrounding the debut of his personal Nike logo at the upcoming ATP Finals in Turin. Reports from Murcia Plaza had suggested that the Spanish star’s emblem would be unveiled during the season-ending event, placing him alongside Nike icons such as Roger Federer, Rafael Nadal, Naomi Osaka, Aryna Sabalenka, and Jannik Sinner.
Speaking from Riyadh ahead of the Six Kings Slam exhibition, Alcaraz made it clear that the rumors were premature. “Non è vero. Non so perché sia uscito. È vero che ci stiamo lavorando, questo posso dirlo. Stiamo lavorando al logo, ma non verrà rilasciato a Torino. Siamo ancora nella fase di perfezionamento,” ha dichiarato Alcaraz ai giornalisti.
A brand identity still in development
Alcaraz’s partnership with Nike has been central to his off-court image since he signed with the brand in 2019, following an early stint with Lotto. His rise in tennis has mirrored his growth as a global ambassador, with Nike investing heavily in his branding.
Earlier this year, Alcaraz signed a contract extension with Nike reportedly worth between $15 million and $20 million per year, securing his place among the brand’s elite athletes through the mid-2030s. The development of a personal logo is seen as a natural next step in his commercial evolution, but the timing of its release remains uncertain.
Joining an elite Nike circle
Should the logo be unveiled in the future, Alcaraz would join a select group of athletes whose personal emblems appear alongside Nike’s iconic swoosh. Federer’s “RF,” Nadal’s bull, and Osaka’s minimalist mark have become symbols of individual legacy within the sport.
For now, Alcaraz remains focused on competition, with the ATP Finals and Six Kings Slam offering high-profile stages to close out a dominant season. His clarification puts an end to the immediate speculation, but the anticipation for his official brand reveal continues to build.
Carlos Alcaraz in 2025
Ranked world no.1, the Spaniard played his last match on the 30th of September when he overcame world no.4 Taylor Fritz 6-4 6-4 in the final in Tokyo to win his 25th career title.
Until now, during this year Alcaraz achieved a 67-7 match record. Alcaraz clinched 8 titles in 2025 in Rotterdam, Monte-Carlo, Rome, French Open, London, Cincinnati, U.S. Open and Tokyo. Carlos was the finalist in Barcelona and Wimbledon.
He is also scheduled to play in Paris (Rolex Paris Masters). The main draw will start on the 27th of October.