Heritage MEETS INNOVATION: DUNLOP’S CX LIMITED EDITION RACKET LAUNCH

THE CHALLENGE

The task was to reimagine the MAX 200G’s cultural impact for a new generation. A retro cosmetic, inspired by the original design, was applied to the CX Control racket trusted by players including Jenson Brooksby, Jamie Murray, Sabrina Santamaria, Henry Patten, and Dunlop legend Kevin Anderson. With the U.S. Open looming and a launch event planned in New York to coincide, timing was critical. The campaign needed to balance nostalgia with relevance and deliver maximum impact under tight constraints.

CAMPAIGN VISUAL AND IDENT

We created the tagline ‘Return of the Max’ to anchor the campaign and developed a visual identity that fused retro design cues with modern execution. Nostalgic typography, bold backdrops, and a mix of studio photography and CGI brought the product to life without reliance on location shoots enabling us to build a flexible and distinctive campaign toolkit.

CAMPAIGN ROLLOUT

The campaign spanned print, digital, social, and experiential channels. Social assets amplified the 80s aesthetic with VHS-style filters and graphic transitions, while CGI placed the racket within a mahogany-clad locker room a subtle callback to the decade’s sporting culture.

HAND-CRAFTED PRESENTATION box

A bespoke presentation box became a hero element of the campaign. Crafted from mahogany, lined with green velvet, and finished with gold lettering to mimic Tennis tournament honour boards, it served as both a storytelling piece and the centrepiece of the NYC launch event.

80’S REPLAYED

AI technology gave the campaign a playful twist. We reimagined today’s Dunlop players as 80s icons, producing portraits that became lanyards, posters, and postcards for the launch. The portraits created instant talking points and added a unique immersive layer for players and guests alike.

NYC LAUNCH EVENT

The campaign came to life at the exclusive Town Tennis Club in New York City. Guests, including Dunlop legends, current players, influencers, and media, experienced an immersive event hosted by sports presenter James Tzanoudakis. From campaign-branded podiums and coasters with 80s quiz questions to AI-generated portraits and the bespoke presentation box, every detail reinforced the creative identity.

A nod to 80s culture ran throughout, from pun-filled menus and themed cocktails to a fancy-dress station complete with wigs, props, and Polaroid snapshots. Alongside tennis on the club’s iconic courts, guests enjoyed a lively mix of games, conversation, and product immersion.

OUTCOME

The CX Limited Edition launch was a resounding success. The nostalgic yet modern creative identity drove strong engagement across every touchpoint from digital content to the immersive NYC event. The campaign not only celebrated Dunlop’s heritage but also showcased its continued innovation, earning enthusiastic responses from players, guests, and the wider tennis community.