DUNLOP SPORTS

POWERING ON DUNLOP fx CAMPAIGN

Campaign

Content

01. OVERVIEW

Dunlop came to us with their new FX Power racket series. The FX is the next iteration in the power series of rackets for Dunlop, looking to build on the technology driven and innovative design. The Dunlop Global Marketing team were looking for an engaging creative concept to launch the series to the tennis industry and playing community, along with a narrative to drive the story throughout the products lifecycle.

We partnered on

Campaign creative
Teaser videos
Launch event
Social assets
Web banners
Print ads
POS Displays
Product Renders

02. CHALLENGE

THE CHALLENGE

Our challenge was to maintain the important key message behind the racket series of ‘power’ and that the series is the official racket of the ATP Tour, while integrating Dunlop’s ATP tour team that use the FX rackets these include; Jack Draper, Alexei Popyrin, Miomir Kecmanovic and WTA player Ann Li. We needed a campaign that stood out and had a concept with longevity to run the full life cycle of the product.

03. Solution

CAMPAIGN VISUAL AND IDENT

Our campaign concept of ‘POWER ON’ is a our call to arms for players. It says that whatever your level, in a big match or a training session, you can trust the FX series from Dunlop to give you the power that you need in that moment.
The ‘POWER ON’ campaign line gave us the creative flexibility to create visuals around the tennis court but also teamed with lighting effects and graphics to symbolise the switching on of power. The campaign design started with a custom ident that rolled into a full CGI campaign video along with all campaigns assets across digital, social and print. The racket was created in CGI so we had full control and used to create video and stills.

Internal launch

Our engagement culminated in full support of the Dunlop European marketing event, ensuring a seamless transition from creative concept to market delivery. The Orangery team managed the development of comprehensive sales enablement assets, including the official marketing presentation used to formally launch the FX Series to the entire European team.

sales enablement

We delivered the essential on-site execution materials, including high-impact event graphics and detailed point-of-sale (POS) mock-ups. This crucial step ensured that regional teams were fully aligned and equipped with a cohesive visual strategy and all necessary tools for a powerful, unified market launch.

Videos from Tennis Warehouse & Tennis Express

CAMPAIGN DELIVERY

Orangery delivered a comprehensive suite of integrated assets spanning print, digital, and social channels. Maintaining absolute brand consistency across every consumer touchpoint was critical to reinforcing Dunlop’s strategic positioning as a premium sports brand. Our finalised asset package included high-value deliverables essential for market activation and sales enablement:

Sales Enablement: The finalized Sales PowerPoint presentation.
Retail & POS Innovation: Novel Point-of-Sale (POS) materials, highlighted by an innovative light-up racket seeding box designed for maximum retail impact.
Digital Ecosystem: A dedicated racket landing page and an extensive library of dynamic social media assets.
Traditional Media: High-quality print advertising materials.

04. Success

OUTCOME

The European Marketing Launch event yielded an overwhelmingly positive internal response, validating the creative direction and strategic positioning of the ‘POWER ON’ concept. Crucially, the reveal of the innovative light-up seeding box generated significant enthusiasm (“oohs” and “aahs”) from the sales team.

This immediate, enthusiastic buy-in confirms that the campaign assets are engaging and equipped to generate impact at the point of sale to successfully connect with the core tennis-playing audience.