USTA: “LET’S TENNIS”
Making TENNIS Open For All
In 2020, the pandemic spurred a 20% increase in Tennis participation, reversing steep declines. But the game still suffered from a negative perception as a ‘closed off’ sport - hampering long-term involvement. A new positioning and brand platform challenged those negative perceptions.
The Challenge
The brand strategy highlighted how the USTA and Tennis were “Open For All," expanding who was represented in the game that challenged all barriers, from access to fitness, color, and creed that translated into a direct invitation that captured the game's simplicity.
The strategy
“Let’s Tennis” was an overall recruiting drive and rallying cry for the game. Celebrating both reasons to play, And drive US Open attendance. A new design system & integrated campaign worked across TV, OOH, and paid digital was localized for USTA regions and B2B audiences. Letstennis.com turned awareness into acquisition, while Billie Jean King and young US players celebrated the game and those who power it. A capsule collection with streetwear brand Paterson capitalized on the cultural buzz around the game and dropped before the US Open.
The Idea & Execution:
Let’s Tennis leveraged the momentum from 2020 to drive a 4.5% increase in active players nationally, with 5MM new players entering the game. Digital traffic and sign-ups on USTA.com jumped 39%. Spending on equipment increased by 29.2%. The campaign helped drive 631,134 attendees to the US Open, and the USTA x Paterson collection sold out online within a day.
The Result:
