We took the world's top tennis pros off the court to re-brand the US Tennis Association. We created the "It Must Be Love" campaign to connect fans to the players on a personal and emotional level. USTA has a huge community with passion for the game. We tapped into that to increase attendance and viewership by making the players more accessible and human.

USTA

MustBeLove02.jpg
IMBL_banners.jpg
MustBeLove03.jpg
imblbooth02VERT.jpg