Prince, one of the world’s largest tennis brands, had gone from an industry leader to the official racquet of moms and bankers everywhere. They needed to regain their grit, passion and youth. Badly. Our solution? Take Prince gear out of country clubs and put it in the hands of young, hungry players – future champions who truly reflect the passion, drive and badass tennis of the Prince brand. Prince who's next.

The team ultimately developed new advertising (print and online), packaging, website, viral videos and internal communications.