Despite a new logo, a USTA 50th Anniversary ‘Built For Glory‘ campaign, new (OTT) UK broadcaster in Amazon Prime, a new court, new rules, the first tennis match in space and some strong work from sponsors such as Amex, Evian and Rolex, an admirably ambitious Billie Jean King led #HereToCreateChange initiative from Adidas, plus USTA tech innovations like cloud computing and AI in harness with IBM, it is activation around Serena Williams that truly stands out amongst the 2018 tournament marketing (including campaigns from Beats, Chase and Nike).
