Tennis star Frances Tiafoe is in demand. The high-energy American has brand deals that span the gamut, ranging from apparel to beverages and vehicles to banking. Each one includes Tiafoe in campaigns requiring photo and video shoots. It’s a part of the process the 28-year-old has grown into.

“Obviously a lot of my own time ends up going into that,” he tells me ahead of a shoot for Evian’s 200th anniversary campaign. “Ultimately I just got to be me and enjoy the process and the fashion part of it, the whole journey of connecting with brands who align with me and my values.”

Each shoot requires a little something different of Tiafoe, all worked around his demanding tennis schedule. He says before each shoot, the brands let him know what they expect, allowing him to get is mind ready to approach the day with the energy that’s required. “I’m such a fly-by-night guy, but ultimately it is your brand, and you don’t want to fly-by-night with it. You got to put spice on it to make it look good,” he says. “You have to know what works for you, how you approach it and how much you want pre-shoot. It has been good and cool to see how it has evolved over the years.”

He’s learned about the give and take required, the willingness to take direction but instill his personality in each situation. “They have their idea of what they want to get, cool poses or things they have seen on the court,” he says. “We try to meet each other halfway and have a good dialogue. Evian does a great job with that.”

As part of Evian’s most recent campaign, Tiafoe is one of the faces of a brand that has heavily invested in tennis. The French-based company will host a 200 Years Young Celebration ahead of the U.S. Open in New York, creating another connection to the sport.

Tiafoe admits that some shoots are more enjoyable than others—he doesn’t love just taking pictures all the time—but says it is all a blessing, knowing brands don’t have to embrace him. They don’t have to choose him to help lead their campaigns, so he doesn’t want to take anything for granted.

Each business partner is about relationship. “It’s not a numbers thing,” he says. “Does it fit with who I am and what I believe in and what I want to do? I gotta keep tennis the main thing but if it makes sense for me and them, let’s make rock, and let’s do it for a long time. There are only so many hours in the day, so I just try to be me and ultimately that takes you a long way.”

Every campaign offers a new experience. He appreciates the opportunities to connect both with the people on set and sometimes with other athletes, such as a late 2025 Evian shoot Tiafoe did with Carlos Alcaraz. “Seeing everybody relax and doing funny skits, it is really cool to see,” Tiafoe says. “That is what makes it fun. We know we are in this long journey together and traveling. It was a lot of fun.”

That travel defines Tiafoe’s schedule, both in tennis and in business. As with most tennis players, he creates windows of opportunity to build into his schedule across the calendar and slots in the brand content. “You got to make sure they are happy, and you are doing right by them because they are doing right by you,” he says about working in time for sponsors. “You don’t want to be transactional. As I grow, I want them to grow with me. I think I have those [partnerships].” Those relationships make the shoots more fun, he says, and Tiafoe often ends up staying longer than he’s contractually obligated to just to make sure everyone gets what they need.

When it’s all over, though, Tiafoe leaves the critiquing of his performance to other people, trusting the editors and producers made him look good. “If people want to clown and joke, I’m all for that,” he says. “I leave it to the homies. I am cool with [the campaign] regardless.”