It All Adds Up – The ATP Tour launches new brand platform and global marketing campaign by Wieden+Kennedy London

The worldwide men’s professional tennis tour gets an extensive new look of grit and glamour, featuring the likes of Novak Djokovic, Carlos Alcaraz, and Jannik Sinner

The ATP Tour today launches It All Adds Up, a new global brand platform and advertising campaign developed by Wieden+Kennedy London.

It All Adds Up puts a spotlight on the intensity and meaning of every point, serve, winner, and drop of sweat that takes place on the ATP Tour, which all add up to determine every player’s ranking, including the heights of success and the challenges of adversity.

The goals of the platform – which will live 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 launches today 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.

Visually, 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.

The campaign will be distributed globally across ATP broadcast partners and on the ATP’s digital channels, including in collaboration with ATP players on their social channels and across tournaments’ platforms. 

Andrew Walker, Senior Vice President, Brand & Marketing, ATP Tour comments: “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 comments: “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.”

Visit atptour.com/en/news/it-all-adds-up-hub/ to see the campaign’s dedicated landing page.

Source: Wieden+Kennedy London

  ATP, ATP Tour, Campaign, Launch, Marketing, Wieden+Kennedy, Wieden+Kennedy London, WracK