Tennis is a sport that’s stuck in a box: uptight and exclusive. There’s one exception to this rule, The US Open. It’s a highly democratic event, where the traditional “quiet” of the game is distinctly challenged and energizes the players and the crowd.

In 2017, Adidas was launching a new performance-inspired partnership with Pharrell Williams and was looking to create positive PR and brand interaction with consumers in and around New York City. Working with Adidas we took the common tennis match phrase  “Quiet Please” and co-opted it to reflect the social/political climate and create a moment that was anything but quiet, that proclaimed change is noisy and our love can transform anything.

To elevate this initiative and drive social conversation around the whole campaign, we created a series of in-person and digital touchpoints that created an authentically New York POV around the collection launch. The elements include:

Placing ten umpire chairs throughout NYC creating local stages on which both adidas’ influencers and New Yorkers were invited to be loud, embrace their voices, and express their love. We leveraged NYMag’s social, editorial and talent teams to promote this activation, encourage participation and drive digital traffic to purchase the collection – which sold out in under 24 hours.

Working with noted models and influencers, we showcased – in The Cut’s inimitable style – the fashion behind the Tennis Collection by Pharrell Williams