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ASICS is the market leader in Tennis Footwear in Europe and the category represent the second biggest part of the brand’s turnover but in the UK numbers and share a significantly lower than the rest of Europe. We were challenged with increasing the correlation between ASICS and tennis in the UK through an elevated media and influencer experience.
For two weeks in the summer SW19 plays host to the world’s most famous tennis tournament and so to celebrate this, as well as increase the presence of ASICS and
ASICS tennis aligned to this moment, we opened the ASICS House of Tennis – a weeklong experience celebrating ASICS athletes, ASICS products and ASICS’ story as a caregiver brand who champions moving for mental uplift.
Pitch Productions brought the House of Tennis to life from concept to build by creating its own visual identity.
The look and feel took inspiration from ASICS’ Japanese roots and fused these with the greens of SW19’s grass courts to create a calming and premium feel. Design elements that were created specifically for the event included the unique House of Tennis Logo, printed materials such as a large-scale ball wall and smaller elements such as branded tennis balls. The designs ensured guests were taken on a 360 experience, culminating in an original ‘Hall of Fame’ corridor, which immersed guests in the achievements of ASICS athletes through the years.
The House of Tennis opened its doors in the week leading up to Wimbledon and so the creative focused around how top athletes, particularly Novak Djokovic, warm up and prepare for the tournament.
Often when we think of warm-up we think of a specific sequence of stretching, flexing and moving our body to prepare for sport. We set out to prove the positive benefit of warming up on the mind, taking inspiration from Novak’s very own morning routine through a series of dedicated rituals which included morning breathwork and meditation, a power up nutritious and hydrating breakfast followed by a tennis-centric warm up and knock about in the garden. ASICS athletes played a key part in the experience with Alex de Minaur and Belinda Becnic sharing their experiences of mental resilience in a panel discussion on Day One. On Day Two a very special guest, Novak himself, joined guests in the garden during their knock about, playing against the ball wall with them and then opening up about his own experience of how movement impacts the mind in an intimate interview with former player Alex Corretja.
