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Despite table tennis being the second most participated in sport, a huge majority of its more than 300 million players remain casual players with little to no engagement with the International Table Tennis Federation (ITTF), the global governing body for table tennis. Typically, table tennis also appeals more to a mature audience.

Brand agency Brand Union Singapore collaborated with ITTF to mastermind a completely fresh take on table tennis, creating an overall brand identity and experience to drive youth participation and add a new dimension to the sport’s global appeal. The solution, called Table Tennis X (TTX), not only introduces a vibrant multicolored palette and new designs, but also lowers barriers that usually deter amateurs with new rules, heavier balls and simplified racquets. The result is faster gameplay, longer rallies and a new sport intended to be played anytime, anywhere.

“Behind the brand for TTX, the experience for TTX spectators is as important as the experience for TTX players, and that has been at the heart of all our thinking for this project,” says Brand Union Singapore’s managing director Po Kay Lee. “For table tennis to reach a new generation of players, we knew that TTX had to go beyond the functional and technical; it has to be an experience and deliver a lifestyle. It has been a fast, fun and fulfilling journey with ITTF to develop this new format, and we’re thrilled with the results of the partnership.”

brandunion.com

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