Yonex at the AO
This year marked a major milestone for one of GPJ’s longest-running partnerships: Yonex’s 11th year as the Official Australian Open Stringing Sponsor and GPJ’s 9th year bringing the campaign to life. Since 2016 Yonex has delivered world-class service to players at the Australian Open stringing more than 8000+ racquets across the 2 week tournament.
Many of the game’s biggest names, including Stan Wawrinka, Nick Kyrgios, Naomi Osaka, Elena Rybakina and Frances Tiafoe rely on Yonex equipment with the brand now used by around 30% of players across the tournament. This year, GPJ was tasked with making an even bigger impact across the Australian Open in Melbourne, through a 3-week, multi-channel event experience campaign which included:
Yonex Stringing Room — full fit-out and branding, live stream integration, a digital tennis racquet counter and custom stringer nameplates for players to take away as a memento.
Show Court 3 Senbonbiki Activation — a fun, Japanese inspired public engagement zone designed to connect fans with the brand win prizes and drive foot traffic to the pop-up store.
The Official Yonex Pop-Up, Showroom & VIP Player Lounge – live in Melbourne’s CBD, featuring the latest Yonex product showcase and retail experience; an interactive tennis game zone, a custom apparel patch bar, a VIP player lounge and distribution room, where athletes receive their official head-to-toe kits before taking to the court; and a vintage vinyl record sound system so players could switch off, spin a record and chill-out while they waited for the apparel before taking to the court.
Impact
4277
visitors at the World of Yonex pop up shop
140%
of total retail sales target KPI
8335
tennis Racquets strung in the stringing room