MATTA logo in yellow
ATP Challenger Tour logo in white

On the Rise


Two victorious male tennis players with stadium backdrop and grunge overlay and ATP Challenger Tour logo

The Brief

The ATP were looking to drive audiences to The ATP Challenger Tour – the pipeline to the highest tier of men’s professional tennis, by developing a new brand and campaign.

Tennis on the Rise

Fascinated by the visceral, raw, intimate, tennis, we wanted to show a treacherous rite of passage that promises to level up careers. 

We developed a visually striking brand world, full of character and emotion using imagery inspired by 35mm ‘reportage’ photography showcasing the intrepid nature of the Tour and its players.

Tennis players, Hazawa and Silva celebrating with grunge overlay and ATP Challenger Tour logo.
Tennis player celebrating and tennis player serving in black and white with textured overlay.
CHAMPION text and tennis player, Benoit Paire celebrating with textured overlay.
Two-panel image featuring two tennis players, one in playing action and one celebrating in black and white.
ATP Challenger player graphic with celebrating player, arrow and #179 graphic
City landscape, clay tennis court and crowd shot with paper overlayed textured
iPhone mock ups showing Yokaaichi image, Welcome to Top 100 graphic and doubles champions social posts
Green CHALLENGER scrolling type
Out of home Challenger Tour advert showing two celebrating tennis players with textured overlay

Frontier Tennis

The accompanying launch film highlights the journey players go through playing on the ATP Challenger Tour – frequently travelling from tournament to tournament playing in far-flung, intimate venues, experiencing the highest highs and the lowest lows, and putting in the hard graft to ultimately fulfil their dreams as a professional tennis player.

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