The Women’s Tennis Association debuted a new global campaign with the tagline “Strong is Beautiful”, initially featuring 38 current and next generation stars of the sport. The effort includes television, print, digital and social media apps. It will be unveiled across 80 markets over the next two years.
Via Goodby, Silverstein and Partners, “Strong is Beautiful” places the personal stories, pressures and dreams of the players front of stage. The creative is designed to support the WTA’s efforts to establish a deeper engagement with fans around the world and to promote both the sport’s next generation of players along with current established names.
The:30 second television and digital ads focus on women’s tennis stars’ lives and the intense and sometimes difficult social undercurrents of realizing their dreams as professional athletes. The campaign’s overall focus is on the global nature of women’s tennis and reveals unique and heartfelt storylines that include Serbia’s Ana Ivanovic having to practice in a war-torn Belgrade; Chinese star Li Na having the pressure and hope of 1.3 billion Chinese people on her shoulders, and Belgium’s Kim Clijsters being torn about giving her all to tennis while raising a young daughter. Serena Williams’ self confidence comes through while assuring the viewer that the only reason she brings seven tennis outfits to each Grand Slam is because she intends on wearing them all, for each match she plans on winning.
The end result is a celebration of strong women from all corners of the world. Through all of life’s difficult circumstances, the players’ love for the sport and determination to succeed prevails. The campaign is a life example that being physically and mentally strong is beautiful.
The TV, print and digital elements will begin to run globally later this month, culminating at the season-ending WTA Championships in Istanbul, Turkey on October 25-30.
Viewers and fans can continue the conversation with the WTA players through social platforms such as Facebook, Twitter, YouTube and a series of Chinese social media networks where the WTA serves up daily in-depth exclusive content from 53 tournaments in 33 countries to more than 17 million fans of women’s tennis.