Carlos Alcaraz set to unveil his exclusive custom logo at the ATP Finals

Carlos Alcaraz is preparing to unveil his exclusive brand logo as he expands his personal brand. The World No. 1 is getting ready to debut his own brand logo—designed by the multinational company Nike, which outfits and shoes the 4-time Grand Slam champion.

Alcaraz has had a truly remarkable 2025: 8 titles, including two Grand Slams—and a 67-7 record, in addition to prize money that already surpasses $16 million this year. Furthermore, he has reached a total of $53 million throughout his career, placing him at No. 6 among tennis players with the most on-court earnings, trailing only the Big 4 and Alexander Zverev.

However, Alcaraz's earnings are far above what is calculated based on his on-court achievements, especially due to multimillion-dollar agreements with major brands like Nike, Rolex, BMW, Louis Vuitton, and Calvin Klein. The agreement with Nike is for 10 years—until 2035—for a total of 140 million euros (more than $160 million).

Part of Alcaraz's agreement includes the launch of his own logo, something we will see at the upcoming ATP Finals. According to Murcia Plaza, the design has already been approved by the young Spaniard himself, who is only 22 years old. The launch of the exclusive design once again places Alcaraz among Nike's elite clients, emulating what the company did with other athletes of the caliber of Rafael Nadal or Michael Jordan.

The design is being kept secret because the intention is for it to generate the greatest possible impact when unveiled, which is scheduled to happen during the Nitto ATP Finals, held from November 9 to 16 in the Italian city of Turin, featuring the eight best players of the year 2025.

Alcaraz recently lifted the ATP 500 Tokyo Open title, defeating Taylor Fritz in straight sets in the final. An ankle injury forced the Spaniard to withdraw from the Shanghai Masters before it began, and he is expected to return next weekend at the Six Kings Slam, where he will earn $1.5 million for his participation—which could grow by another $4.5 million if he wins the championship. As the top seed in the exhibition tournament, he will wait in the semifinals for his opponent between Taylor Fritz and Alexander Zverev, meaning he only needs two wins for a total of $6 million over the weekend.

The next challenges for Alcaraz will be the Paris Masters—starting October 27—and two weeks later, the ATP Finals, his last Tour-level tournament of the year. Following that, a final commitment at the Davis Cup Finals, where, although his participation is not yet confirmed, the Spanish team led by David Ferrer hopes to count on their biggest star.