The second half of March saw Head Tennis launch a campaign called #HEADTogether which aims to motivate and inspire tennis fans and customers during the coronavirus crisis.
The objective was to provide practical and useful advice to help people to focus on staying healthy and fit during the lockdown.
The main phase of the initiative sees Head athlete ambassadors share their own stories on how to stay mentally and physically in shape at a time when tennis has temporarily been pushed into the side lines.
The secondary strand of the campaign is to generate a conversation around #HEADtogether and the content seeks to encourage people to participate in the ensuing discussion.
It urges fans to send in their own questions for the tennis sports apparel and equipment brand’s pro player endorsers and to share how they are spending their time ‘until tennis comes back, stoked and raring to win’.
The social-first campaign was introduced through an explanatory brand Instagram post.
Further individual-player content pieces then rolled out across Head’s social platforms through late March and April: including Ash Barty,
Coco Gauff,
and Mat Berrettini.
Comment:
Like fellow sports apparel brands such as Adidas #HomeTeam (see case study) and Intersport #Work-Ins (see case study), Head is favouring a coronavirus response based around player fronted practical utilities based around exercise, health and social connectivity running across its social sites and through apps.
Links:
Head Tennis
https://www.instagram.com/headtennis_official/
https://www.facebook.com/headtennis
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