Rally!
Wimbledon Tennis Repositioning For Gen Z
try to keep up
Rally! is Wimbeldon’s Gen Z Society! Born from the flashiest moments, coupled with modern country club and prep aesthetics, the brand repositioning focuses on expanding the game to tennis’ youngest fans.
SCOPE OF WORK
Brand Repositioning
Market Analysis
Brand Identity
Advertising
Experiential Design
Logo and Naming
The Obstacle
Wimbledon is one of the most prestigious sporting events in the world, but it has a generational problem. Gen Z — those born between 1997 and 2012 — represents its lowest viewer age range, and shrinking attention spans driven by social media make them increasingly difficult to reach through traditional means.
The Read
Gen Z isn't disinterested in tennis — they're disinterested in how it's being presented to them. The same generation driving the resurgence of preppy and country club aesthetics in fashion and culture is already adjacent to the world Wimbledon lives in. The gap wasn't relevance, it was energy.
The play
Rally is Wimbledon's youth club brand, designed to bring the tournament to the next generation of fans. Built around the visual language Gen Z already embraces — bold, fast, and preppy — the project delivered a full brand identity, collateral, an ad campaign, and a UI/UX web presence, all calibrated to meet younger audiences where they are without abandoning the prestige of the Wimbledon name.
experiential activations
Serve Speed Radar and Tester in front of Tottenham Hotspur Stadium.
A major aspect of Rally’s brand strategy leans on activations found in the arenas of which our attended audience lives - Premiere League stadiums and sports venues across London.
Play-A-Pro in front of Chelsea’s Stamford Bridge
The two activations focus on two major parts of tennis (the serve and defense) while pairing them with the spirit of competition.
Social Presence at a glance
Social media graphics
Playing into the trends of our largest demographics
Ad Campaign
“Try to Keep Up”
“Try to Keep Up” focuses on rooting itself in the path of Gen Z’s most accessed areas throughout the city. Public transportation, busy roads and around the city. The campaign plays off of the audience’s stereotypical short attention span and the stereotypes of tennis being slow by showcasing the actual speed of the game. The tagline and confrontational aesthetic is inspired by Gatorade's"Is It In You" Campaign.
