Babolat is the classic story of an overnight sensation 125 years in the making. Pierre Babolat invented the world’s first natural gut tennis strings in 1877 and the company has dominated that category ever since. Babolat exploded onto the U.S. racquet market in 2000 with Andy Roddick, and continues to this with Nadal’s epic career built on hundreds of victories using the Pure Drive and Pure Aero racquets.
In a category saturated with technology messaging, we offered Babolat a different insight. Players wanted a brand that went beyond the latest graphite composites, one that spoke to them, their passion and pure love of the game. Babolat shouldn’t just beat their chest at their audience. They should empower them to use the Babolat brand as a way to send their own message about their approach to tennis. And “This is how I play” was born.
Agency: Garrigan Lyman
Client: Babolat
Josh Parks 