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Ben Shelton retired from the US Open due to a shoulder injury, ending his run in the third round. Frances Tiafoe also exited early, leaving Taylor Fritz as the last American hope, intensifying the pressure on him.

Ben Shelton defended his sponsor On, questioning its characterization as a small company. Jack Draper joined Vuori, highlighting non-traditional brands disrupting the industry’s status quo. Upstart brands like On and Lululemon are challenging Nike and Adidas' dominance in tennis apparel by signing top players like Iga Swiatek and Frances Tiafoe. Coco Gauff highlighted fashion's role in attracting new fans to tennis.

The US Open anticipates a potential shift in men's tennis as the Sinner-Alcaraz duopoly faces challenges. Djokovic highlights the possibility of a 'third guy' disrupting their dominance, drawing parallels to his early career. Ben Shelton, with his unique style and recent success, emerges as a contender, aiming to challenge the top players and make a significant impact at the tournament.