RF x WILSON

Play It Forward: launching a sub-brand with substance.

The Opportunity

After 27 years of playing exclusively with Wilson rackets, Roger Federer approached the iconic brand to develop his first-ever collection and give back to the game he loves. This formidable collaboration came at a time when Wilson was making a push for increasing market share and sparking conversation within the tennis community.

The Solution

"Play It Forward" celebrates Roger Federer's unique mindset and lifelong commitment to the game, his fans, and the tennis community. The campaign spotlights his dedication to his craft and his goal to inspire future generations long after he leaves center court.

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“Introducing a racket for the future of the game. Unparalleled precision and versatility for every player.”

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Industry-changing campaigns like this come once in a blue moon. I wouldn’t have trusted anyone but Good Morning to bring this to life.

Melanie Whaley
Senior Marketing Manager,

Racquet Sports, Wilson

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Our Process

Roger Federer’s retirement prompted an opportunity to re-introduce himself to the world as a thought leader in the sport space, allowing him to stay engaged with the game and his loyal fan base by sharing his career—and life—learnings.

To do this, we needed to define a campaign that would engage with fans, enthusiasts, and professionals alike. ‘Play It Forward’ introduced a brand voice channeled through RF himself. We spent hours watching interviews and understanding Roger’s voice, journey, and the messages he wanted to pass on to inspire generations of future athletes. This knowledge was central to all visual direction and messaging for the campaign. The Play It Forward tagline captures the essence of RF’s commitment to give back and embodies Wilson’s values of sportsmanship, dedication, and love for the game.

The RF01 was inspired, designed, and play-tested by Roger Federer himself. It represents hundreds of hours of collaboration with the Wilson team over three years and over 600 consumer tests. To tell this story, we developed a brand voice and language that spoke to RF x Wilson’s reputation, trusted partnership, and mutual dedication to excellence.

Our collective experience brought a unique and empathetic approach to conveying the intent of RFs and Wilson with the RF01 Collection. We custom-built a lean and agile team of 8 senior-level creatives from 5 countries to take on this task at speed, each member with the specific skills needed to unite two highly established and respected brands in one target-driven, story-led campaign.

The timelessness of the logo lockup solution mirrored RF x Wilson’s relationship in real life. We pulled cues from the product design, using the double lines on the racket as a divider between the brand marks. Typography choice signals a nod to the RF Foundation and RF’s playing style: classic and elegant. The palette draws inspiration from the court with Optic Yellow, a signal color that plays a vital role across all comms.

Operating within a tight timeframe and budget, we collaborated with teams in Europe and LA to present a range of creative and production solutions. Our strong focus on photographic and film direction, environments and wardrobe direction, and location scouting ensured that all assets were in line with the overarching concept.

Credits

Creative Direction:
Kirsten Camara, John Corrie

Design:
Kirsten Camara, Milton Un, Cenk Ersumer, Sofia Lobo

Copywriting:
John Corrie, Heather French

Art Direction:
Cenk Ersumer

Account & Production:
Jen Corrigan, Larissa Board

Production Design & Motion:
Appetite Amsterdam

Portrait Photography:
Dustin Snipes

Director of Photography:
Noah Porter

Developed in collaboration with the Wilson Racket team: Melanie Whaley, Tim McCaffrey, Jessica Willis, Molly Mulcahy, Patrick Kuhle, and M.E. Barker, Chicago, USA

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