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A man and woman standing on a beach wearing a Dunlop Sports backpack

Spinning into a
new generation

Dunlop SportsSX Spin Generation

DunlopSX Campaign

As a world-leading sports brand, Dunlop are focused on developing innovative new technologies, growing and supporting the racket sports community, and building upon their existing brand heritage. 

They are driven by an all-consuming passion for the game – playing it, improving it, sharing it. They believe that the game belongs to everyone. No matter where, how well, or how often they play.

SX Spin Generation campaign

The brief

The SX series is a racket that has been developed to recognise a new generation of tennis players who favour ‘spin’, a technique that raises the stakes when it comes to speed, control and ball rotation.

Our campaign brief was to capitalise on players’ dedication to the game and their enthusiasm around their play style, whilst maintaining an authentic tone. Dunlop wanted to see an integrated campaign that not only launched the product, but celebrated the play style and revealed key insights to the performance and feel of the racket from real academy players.

What we did

‘Spin Generation’—the overarching campaign name that we conceived in-house—acknowledges the movement of the ball, the play style itself, as well as a nod to the racket’s spin-generating prowess. This three-fold approach catered for the sport, the technique and the product, allowing us to fully represent what a racket should mean to the game. ‘SX’, the formal product name, sat alongside the spin name to bring familiarity and consistency to the existing Dunlop product family.

spin manifesto


Our manifesto captured the essence and excitement of the Spin Generation. This became the mantra for the entire campaign as well as a voiceover used in one of the short films, conveying the passion, dedication and determination of players, whatever their background or ability.

Film and photography

The main film is a rich collection of motion graphics, music and voiceover to bring the spin manifesto to life. Bold, colourful and striking video and photography of the players in and around the academies provided visual assets and reinforce the eye-catching SX brand.

An eclectic player film, shot at Nice’s world-famous Mouratoglou Tennis Academy, and across the pond at the IMG Tennis academy in Florida, featured a diverse group of players speaking about their play style and what spin brings to their own game and their individual tennis journeys.

Alongside the player film, we produced individual specification videos for each racket in the SX range, featuring world famous catch Patrick Mouratoglou.

We produced a video that showcased the technical aspects of the racket such as the spin-enhancing grommets and the increased string bed. And finally, a racket test film gave the players an opportunity to share their initial thoughts on the racket during a series of short rallies.

SX Spin Generation Campaigning video montage
SX Spin Generation Digital Assets

Marketing and social assets

In addition to the films, we delivered multiple social assets, kicking off with an enticing teaser to introduce the SX Spin Generation Campaign, building engagement and interest around the launch.

Personalised seeding boxes were designed for SX players including Patrick Moratouglou, Miomir Kecmanović and Michael Mmoh, all of which featured the rousing manifesto front and centre of the packaging.

We supported Dunlop’s retailers, influencers and marketers with a deck to explain the technology behind the new racket in a way that is clear and concise, and easily conveyable to customers through any channel. In addition, we produced physical assets to reinforce the campaign, such as press ads, banners and event collateral.

SX Spin Generation Campaign Patrick Moratouglou Seeding Box Packaging
SX Spin Generation Campaign Magazine AD

The result

The SX Spin Generation Campaign reinforces Dunlop as a world class leader in racket sports innovation for a new generation. By acknowledging the evolution of the game, its players and techniques, the brand is continuing to build and maintain a community of dedicated customers and fans alike. The film generated thousands of views across multiple platforms and strengthened our relationship with a key Orangery client.

SX Spin Generation Campaign grid of imagery

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