At just 22, Carlos Alcaraz has redefined what it means to be a tennis superstar, not only with his explosive forehands and relentless court coverage but also with his refreshingly grounded approach to success. While many athletes might splurge on lavish cars or sprawling estates, the world No. 3, fresh off a commanding 6-3, 6-3 victory over Dusan Lajovic in his Rome Open debut on May 9, 2025, prefers to mark his milestones with more personal indulgences: sneakers and watches. In a candid conversation with former world No. 1 Garbiñe Muguruza, Alcaraz revealed the unique way he rewards himself for his on-court heroics, offering a glimpse into the mind of a champion who balances humility with a touch of style.
Alcaraz’s journey to tennis stardom has been nothing short of meteoric. With a career record of 233-61 and 18 titles, including four Grand Slams—among them the 2022 US Open, 2023 and 2024 Wimbledon, and 2024 French Open—he’s amassed $40.5 million in prize money and an estimated $32 million in sponsorships between August 2023 and August 2024. Yet, despite his wealth, Alcaraz’s celebrations remain modest. “Maybe not after every big win, but for example at the Grand Slams, if I reach the semifinals I like to buy myself a new pair of sneakers,” he shared. “If I feel like I had a good season, at the end of the year I’ll buy myself a nice watch.” This selective splurging reflects a disciplined mindset, one shaped by his roots in El Palmar, Spain, where he still lives in a modest 25-square-meter prefab house with a twin bed, surrounded by his trophies and sneaker collection.
His love for sneakers, particularly Nike’s player-edition Vapor 11s, is both a nod to his on-court partnership with the brand and a personal passion. The Baltic blue-trimmed shoes he wore at Wimbledon 2024, featuring a chessboard pattern and the phrase “one step ahead,” have become a fan favorite, retailing for £175. Alcaraz’s deal with Nike, reportedly worth $15 million annually, includes plans for a personalized logo, akin to Rafael Nadal’s iconic bull, signaling his growing status as a marketing juggernaut. Off the court, his sneaker collection is a source of pride, neatly displayed in his bedroom, a testament to his achievements. “I want to spend time with my friends and family,” he said in a recent documentary, emphasizing that material possessions take a backseat to personal connections.
Watches, particularly Rolex, are Alcaraz’s other indulgence. As a brand ambassador since 2022, he’s been spotted wearing the Cosmograph Daytona, including a $90,000-$102,000 yellow-gold version with a meteorite dial at Roland Garros 2024, and the $60,000 Day-Date 228238 at the Paris Olympics. These timepieces, often donned during trophy ceremonies, symbolize his triumphs. “I really want to know more about it and be more into fashion,” he told Vogue, hinting at his growing interest in style, which also shines through in endorsements with Louis Vuitton, Calvin Klein, and BMW. His 2023 Louis Vuitton deal fulfilled a childhood dream: “I remember a long time ago when I was younger, I saw people with Louis Vuitton bags, with clothes. I always wanted to get one of those,” he recalled.
Alcaraz’s Rome performance, where he overcame a recent adductor injury, sets the stage for a potential deep run, with a second-round match next on the horizon. His focus remains on improvement—former player Barry Cowan noted his net play and break-point conversion need work—but his grounded approach keeps him relatable. By choosing sneakers and watches over ostentatious purchases, Alcaraz not only celebrates his success but also inspires fans with a reminder that true greatness lies in staying true to oneself, one step—and one timepiece—at a time.
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