Yonex Tennis Shoes Campaign

Just in time for the US Open, Yonex released a brand new tennis shoe with the hopes of gaining around their tennis shoes - particularly in the US market. Yonex tennis shoes lack the same visibility as their world renown racquets so asked us to come up with a campaign message and concept that could get attention amongst existing Yonex fans. Alongside the new AD ACCEL, the campaign had to feature 3 other shoe models ECLIPSION, FUSIONREV and SONICAGE. The creative challenge we faced was to craft on umbrella message to position Yonex shoes against competitor brands whilst communicating that each model has a unique strength that speaks to diverse needs among all kinds of tennis players.

As Yonex is already known amongst tennis fans for their exceptional craftsmanship, the highest-quality materials and dedication to player performance - the strategy was to lean into these strengths when positioning the brand in a crowded tennis market. The campaign concept was “Powered by racquet science” to drive the message that if players love having Yonex technology in their hands, they’ll love having it on their feet, too.

For the photography, we captured movement in these photographs through dynamic compositions and motion blur to show the high performance of the shoes. Subtle racquet imagery were used to emphasize the connection between the quality and engineering of Yonex products. Shot in upstate New York with photographer Lucas Venter, the imagery was bold, with the colors being more saturated to highlight shoe details and how the shoes are high quality. The campaign launched just in time for the US Open when an all-American audience has their eyes glued to everything tennis.