How does Nike launch a new line of tennis gear? With precision timing to coincide with one of the hottest tennis events, the US Open, and by staging a temporary tennis court complete with locker room and swag area, smack dab in the middle of Soho, NYC. Oh and did we mention Andre Agassi?
The 95-hours-straight activation was promoted on social media to key tennis influencers and fans in the neighborhood, and featured exhibitions by star players (and Nike partners) like Andre Agassi. Nike Court is the new line of athletic wear for both on and off the court and according to their website, promises to give tennis its attitude back injecting it with a fresh style and a new swagger.
Leave it to brand powerhouse Nike to continue to deliver on its “Just Do It” brand promise. The hit-the-streets mentality helps to reenergize the anything but men and women’s tennis whites trying to reclaim Nike’s slipped grip on the tennis clothing market which has been infiltrated by new brands in this area such as, Under Armour, EleVen, and Athletica.
A GWH WTF (Winners, Toss-Ups, or Flops) AWARD WIN. Tennis anyone?