The ATP Tour on Wednesday unveiled its new global brand platform and advertising campaign developed by Wieden+Kennedy London – “It All Adds Up”.
“It all adds up” strives to immerse fans in the stories and moments that define the ATP Tour, bringing them closer to the pulse of the game than ever before.
Per an official release, “Every moment on the Tour brims with excitement, intensity, emotion and unparalleled athleticism. By bringing fans closer to these elements, we are not just showcasing tennis, but showing why it matters. Because on the ATP Tour, every moment truly adds up.”
The release further states: “Every shot. Every match. Every moment.
“There is no time to waste. You never know when everything can change. It all is part of the journey. It all adds up.
“The ATP Tour is a celebration of every piece that makes the magic. It is the heartbeat of all things tennis, representing the peak of perfection, delivering world-class competition throughout the year.
“Every match plays a role in shaping the PIF ATP Rankings and defining careers. The ATP Tour is where rivalries ignite, emotions run high and players rise to meet the relentless demands of the sport. It is where major champions are born.
“The Tour is a celebration of its parts. Everything contributes to the jaw-dropping marvel beloved around the world. There is Different Drama, Fierce Feuds, Struggles and Successes. Savour The Spectacle — you can’t keep your eyes off of it for a moment, let alone a day.”
The goals of the platform – which will play out across social media, broadcast, and digital channels – are to further strengthen the growing popularity of men’s professional tennis by highlighting the importance and energy of the ATP Tour to casual tennis fans; attracting more Gen Z and Millennial fans to the sport; and building even more excitement in the dedicated fan base who watch every match.
The platform launched Wednesday with the first of many videos and key visuals produced by Wieden+Kennedy London’s in-house production outfit, WracK. Five 30-second broadcast and digital spots feature four core pillars: “different drama”, “fierce feuds”, “struggles & successes” and “tournament spectacle”. Meanwhile, a series of social-first video assets and key visuals focus on the marquee icons of the game and next-generation rising stars.
Per marcommnews.com, the brand platform and visual content combine the two contrasting elements of professional tennis: the grit of the on-court action and the often glamourous lifestyle and spectacle of ATP tournaments around the globe. This is supplemented with a distinctive typography approach that uses motion design to literally bring the words, actions and drama to life. For example, some videos replicate a tennis volley by animating titles back and forth across the frame.
Andrew Walker, senior vice president, Brand & Marketing, ATP Tour noted: “ATP Tour athletes deliver breathtaking athleticism and emotionally charged drama week-in and week-out across our spectacular tournaments around the globe. We love how Wieden+Kennedy London brought this to life in the It All Adds Up platform. The unique creative perspective on the essence of what makes men’s professional tennis a passion-point for our worldwide fan base is what will help us recruit new fans into the sport, enhance engagement, and move the ATP Tour and our athletes deeper into the heart of cultural conversations.”
Juan Sevilla, creative director, Wieden+Kennedy London, added: “We purposefully set out to develop a different visual language that would help set the ATP Tour apart from the many, many other sports brands that use match footage. Our talented production team at WracK brought this to life in a superb way. We’ve developed templates that allow ATP to bring this to life across the rest of their ecosystem, and we’re so excited to see it all come out.”
