BRAND ACTIVATION + CAMPAIGN

Love is where it all begins: Adidas x Thebe Magugu launched their latest tennis collection designed to celebrate culture, heritage, and inclusivity. The collection premiered on professional Adidas athletes such as Dana Mathewson, Felix Auger Aliassime, Daria Kasatkina, Stefanos Tsitsipas, Jessica Pegula, Garbiñe Muguruza and Dominic Thiem at one of the most prominent hardcourt tournaments of the summer, the US Open.

While tennis has not always been a place of inclusion, Adidas and Thebe share the belief that it could be, if everyone started from a place of love. This concept of kinship is expressed in the collaborative collection through designs focusing on unisex styles, gender-neutral pieces, and inclusive sizing was given life at the seeding suite for all Adidas US Open athletes  to come through over the course of a week to relax, try-on their new fits, play some table tennis, take some pics, and even sign a ball to add to the Love is Where it All Begins tennis wall. We were even blessed with the tennis legend himself showing up - the one & only Stan Smith, wearing a pair of his namesake shoes of course.