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Over the last few years, tennis has been having a real cultural moment. Now, the ATP is trying to capitalise on it. A couple of years ago, the Challengers movie, starring Zendaya, showed the sport in a new light to new audiences. Zendaya's tennis-inspired red carpet premiere looks only helped fuel 'tennis-core' fashion. ASOS has seen a year-on-year rise in search terms like tennis shoes, tennis shorts and tennis bracelet, while the 'tennis trainers' search had a 30 per cent uplift in a single year.

There's also been a rise in 'tennis WAGs' as influencers. Morgan Riddle, who recently split from Taylor Fritz, hosted style series Wimbledon Threads, while Ayan Broomfield, a Canadian tennis player and former NCAA star who is dating Frances Tiafoe, recently joined her beau in becoming a Lululemon ambassador. But the ATP wants to make sure the players get a piece of the action, too. After all, they're the ones playing the sport.

Until now, there haven't been many opportunities for the players to showcase their off-court style. Apparel sponsors provide kits for matches and practice. And unless you're a big name like Carlos Alcaraz or Naomi Osaka, you're usually wearing the same thing as other players signed to the same brand, instead of having a custom look.

That extends to press conferences and on-site media appearances, as players often turn up in comfy clothes also provided by their sponsors. Think Adidas joggers or a Nike t-shirt. So the ATP has launched Athlete Arrivals, tennis' answer to a tunnel entrance or pit lane walk.

"The impetus for Athlete Arrivals is a combination of our players' natural interest in fashion, our fans' desire to know more about our players' off-court personalities, and these fashion-centred cultural conversations," Andrew Walker, the ATP's Senior Vice President, Brand & Marketing told Express Sport.

Athlete Arrivals debuted in Indian Wells, with Fritz, Tiafoe, Alexander Zverev, and Francisco Cerundolo among those who were photographed walking onto site in "styled, dedicated off-court looks". Ahead of the tournament, some of the players met with former GQ Fashion Director Mobolaji Dawodu to curate their own looks and define their own personal style.

For Argentine star Cerundolo, it was an opportunity to recreate fashion-first moments he'd seen in football. "Before Athlete Arrivals came about, I looked to football players when they arrived to their training camps with their national teams," he told Express Sport. "They were all being filmed arriving and showing their outfits. That was the first time I looked to athletes wearing something other than sports clothes."

The world No. 20 wears Adidas on the court, but traded his kit for an Issey Miyake set and MYKITA shades in the Californian desert. "I think it has really helped my personal brand and contact with our fans because they can see me showing myself in another outfit, another style," he added.

"They're always used to just seeing me in tennis clothes and now, I have the opportunity to take pictures and people can see me in other, more formal styles. It has also really helped me to grow my personal opportunities with brands."

Athlete Arrivals continued at the Miami Open and again at this week's Madrid Open. While it's part of the ATP's fashion strategy, the women of the WTA Tour have taken note. When asked about Athlete Arrivals, four-time Major champion Aryna Sabalenka exclaimed: "It's so cool. I'd love it. I love to see that. I think it's so much fun. I feel like we have a lot of cool personalities nowadays, and a lot of girls are so stylish, and so, so cool with their outfits, so I think we would kill it."

The world No. 1 was involved in a similar WTA initiative a few years ago, Off Court Fits, which saw players given a styling brief before arriving on-site in Toronto, Cincinnati, and Indian Wells to be photographed in their outfits. The women's tour also has its own fashion strategy - last year, they partnered with The Cut and Spotify to host a Celebration of Sport and Style ahead of the US Open, and a new Style Unpacked series launches next week.

British No. 3 Katie Boulter also found her own way to get involved, 'styling' her fiance, world No. 8 Alex de Minaur, for his arrival in Madrid. When De Minaur shared some snaps of his Wilson look at the Caja Magica on Instagram, she commented: "Incase you were wondering. Model : Alex De Minaur Outfit : @wilsontennis Stylist : Katie Boulter."

And Boulter later explained: "It was just a bit of fun. I mean, we were just at home, and I think he had some Wilson clothes that he was trying on, and I was just telling him to change things." She, too, would be open to a more fashion opportunities on the women's tour.

"I think it's a really fun thing to see. I think not many people get to see the personalities of players outside the court. I think it's really nice to see what people come up with, because it's kind of like your own unique variation, and it's actually one of the reasons why I love fashion myself. I think it's a fun way to express yourself and to show a different side of you, and yeah, I think it would be great," she said.

"I think I remember Venus [Williams] had an iconic outfit walking into the US Open a few years ago, and I think that caused a little stir. I mean, Naomi Osaka is still bringing her A-game every week on the court, in terms of fashion. So it's great to see. I enjoy watching people express themselves in their best way. I think it's a really nice thing to watch."

While Boulter helped De Minaur with his recent look, the ATP Styling Studio hosted five athletes in Indian Wells, fitting them with two outfits - one to wear in California, and one at a future event. The players' outfits were then shipped out to them ahead of their Athlete Arrival at another tournament.

Some players make the most of off-court brand partnerships, like Zverev's collaboration with Brunello Cucinelli. Others are asked to share their preferred brands, fit, and style preferences ahead of their fitting, and stylists curate plenty of options, guiding the player towards their final look. But when it comes to the 'arrival', that lasts just a couple of minutes, an authentic walk-in as players come on-site already wearing their styled outfit.

It's still early days, but the ATP's social media posts featuring Fritz, Cerundolo, Zverev and co making their arrivals have received positive comments, while the WTA players are taking notice. And if they can get top players like Jannik Sinner or Alcaraz - who conveniently have deals with Gucci and Louis Vuitton, respectively - on board, it can only help to capitalise on tennis' moment in the fashion spotlight.