Los Angeles–based brand innovation agency Phenomenon partnered with Wilson Sporting Goods and tennis legend Roger Federer to develop an integrated global campaign for the new Wilson Pro Staff RF97 Autograph racket. The campaign’s stylish black-and-white spot stars a series of young tennis players who read a handwritten note from Federer before he appears by the spot’s end, encouraging them to go further than they’ve ever gone before. Inspired by the deep connection between athletes and their gear, Federer also codesigned the sleek new racket and will play with it going forward in his career. The #FromFederer campaign features short- and long-form videos for TV and digital, print, social media activations, online posts from Federer, and a live reveal of the racket. The rackets will be available exclusively for purchase at the upcoming US Open Tennis Championships starting August 27th, and online starting September 1st.
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