Fred Perry Championship
100 years after Fred Perry the man first played at the iconic West London Brentham Tennis Club, Fred Perry the brand is returning to its sports heritage with a new youth tennis tournament for champions of the future.
This return to the brand's tennis roots is the key activity for the brand this year, and we needed to ensure that the LTA supported youth tennis championship, to be held at Brentham Tennis Club in September this year, was anchored in a marketing campaign celebrating Fred Perry's heritage and the brand's 'niche but loud' communications approach.
In conjunction with the Fred Perry team, we developed a campaign, which launched on 01 July, to showcase the brand's return to tennis with a distinctive and unique visual identity. At the heart of the activity was a 'court takeover' at Brentham Tennis Club, where we renovated Fred's old playing court and surrounding facilities with the iconic colourways of Fred Perry's Black/Champagne/Champagne polo shirt.
In the build up to the launch we also ran a flyposting campaign around South London, the home of British tennis, announcing the Championship tournament, and branded a vending machine filled with Fred Perry branded black tennis balls so that the public could get involved. Supporting this was a host of Instagram content that took over the Fred Perry Instagram grid for the first day of the launch.
There's still more to come as the campaign progresses, including more in-depth editorial content, branded table tennis equipment in public areas and the renovation of publicly accessible urban courts.