The ATP has announced the launch of its first in-person ATP Store, debuting at the Mutua Madrid Open. The initiative forms part of the ATP’s expanding fashion and lifestyle focus, building on the launch of its online store in January 2026.
Open for the duration of the Mutua Madrid Open and located in the fan village, the store offers a curated tennis shopping experience, bringing fans closer to the ATP brand and strengthening its growing retail offering.
The store will feature exclusive co-branded collections with Lacoste and Dunlop, alongside a brand collaboration with Palmes and a full range of ATP-branded products including apparel, headwear, accessories and gifting.
The initiative is delivered in collaboration with Levy Merchandising, the ATP’s Official Retail & Merchandise Supplier, and Winner Italia, ATP’s Official Retail Operator in EMEA.
Daniele Sano, ATP Chief Business Officer, said: “Fans are increasingly looking to connect with our sport beyond the matches. As tennis continues to grow in the fashion and lifestyle space, the opening of our first in-person ATP Store creates a new way to experience the Tour, helping us to reach new audiences, expand our global footprint and elevate the ATP’s cultural relevance.”
The launch forms part of ATP’s growing fashion and lifestyle focus, including the creation of a dedicated licensing and retail team and the development of a dedicated fashion strategy.
All products will also be available online at atptourstore.com.
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