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Frances Tiafoe Talks Clif Bars, Celebrations, & NBA Jerseys

Frances Tiafoe discusses his love for Clif bars, favorite tennis celebrations, and NBA jerseys.

Pat Benson

Frances Tiafoe has regained his swagger ahead of the US Open.
Frances Tiafoe has regained his swagger ahead of the US Open. / Susan Mullane-USA TODAY Sports

Less than 24 hours after playing in the Cincinnati Open finals, Frances Tiafoe was riding around New York City. The city's iconic bridges casting shadows on his laid-back smile.

The 26-year-old is preparing for the upcoming US Open, but some philanthropic work comes first. Clif Bar and USTA Foundation's Frances Tiafoe Fund have been hosting community tennis clinics in cities across the country to provide young athletes with greater access to the sport.

The clinics are part of a larger 2024 effort by Clif Bar's athlete partners, who are embracing their national platform to help advance equitable access to sports and the outdoors. Tiafoe spoke with Serve on SI about his love for Clif Bars, desire to help others, and regained confidence.

What made you want to partner with Clif Bar?

"Way before I had the deal, I always ate the bars at matches. White macadamia nut was something I was a huge fan of and really enjoyed the product. One of my guys asked if I was interested, I said 100%.

Then, once I became part of the brand, everyone who works there is so nice and super family-oriented. They have a few athletes, but they really get behind them. They got behind me philanthropically as well. I really appreciate everyone who works there, from top to bottom."

What has the philanthropic component been like?

"It's been crazy, man. To be in a position to put people in positions - to play the game of tennis, travel internationally, and inspire their dreams, it's been truly remarkable. It's weird being on the other side of it after once being that kid and now being able to help. It's something I'm really passionate about."

You crushed the Cincinnati Open. What worked for you?

"For a while now, I wasn't in a great head space. After I played [Carlos] Alcaraz at Wimbledon, I felt that flow again. I was happy, competing, and feeling a lot of gratitude. Then, after that, I came out with some tough, tough matches.

There is nothing better than U.S. crowds, and I felt a different energy out there in Cincinnati this year with the tournament being kept there now. I was like, 'Why not me?' That was kind of my mindset to get in my best form going to the US Open, where I love playing."

You called it flow. I'm seeing more confidence and swagger. I saw you hit Lorenzo Musetti with the "too small" celebration. Is it safe to say there is more confidence and swagger?

"(Laughs) Definitely. My swag is definitely back, for sure. I had to hit that "too small" because you guys know I love hoops. I'm seeing 'Bron [LeBron James], and guys hit that, and I said, 'I played crazy good today, I'm going to have to hit that.' All love to Lorenzo, though."

Who has the best celebrations in tennis? I like Ben Shelton's "dialed in."

"I didn't like it after he beat me and did that (laughs), but that was pretty hard though. I've got to give him his flowers; that was pretty hard. Probably me and him with cellys, because we talk about that often.

Probably me and him because we're more into that. Gael Monfils has a cool one; he does the Wakanda every time he wins. But their own full-on celly, I'm probably saying Ben. He has his own thing and copying anyone."

Fans love all the NBA jerseys you wear. How do you decide which ones to wear, it is by location or mood?

"There is definitely a little bit of that. Like, if I'm France, I'm wearing a lot of Joakim [Noah] jerseys, or if I can get my hands on a Wemby [Victor Wembanyama]. The fans will also appreciate those sort of things. I also like wearing guys that are just role dudes or under-the-radar dudes where you know you're a real NBA fan.

Like I love rocking my guy K.C.P. [Kentavious Caldwell-Pope] or Cole Anthony or them kind of guys. Like making a lot of money in the league, but not the first guys you think about in the NBA. A lot of guys like that I'm friends with.

Obviously, there are times where I want to feel like that guy, so I put on 'Bron or K.D. [Kevin Durant] or something like that. But a lot of times, I want to show love to the guys I'm friends with."

What are your goals for rest of the year?

"Now that I'm back in the top 20, that is great. Falling out of there wasn't ideal. As close as I can get to top ten before the end year. That would be a huge year. But first, I'm going to try to have another epic run here at the US Open and give myself a chance to be in that contender position. I've been in that contender position the last couple years, it would be really cool to put two weeks together."

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Pat Benson
PAT BENSON

Pat Benson covers the sneaker industry for Sports Illustrated's FanNation. Previously, he has reported on the NBA, authored "Kobe Bryant's Sneaker History (1996-2020)," and interviewed some of the biggest names in the sports world. You can email him at 1989patbenson@gmail.com.

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