Every year, I give up The Playa for the Vineyard. I’m glad to be back out on Martha’s, surrounded by loved ones and playing a helluva lot of tennis. I’m trying to take a week away from trends, so today’s newsletter is about tennis and tennis only.I love tennis, which is ironic considering love means nothing to a tennis player (bad joke?). But I'm serious: I grew up playing the sport and I truly believe tennis is a microcosm of life and how you live it. You can play it well into your retirement years.The start of the US Open is the most exciting time of year for tennis fans. I’m excited about all of the activations and events around this year’s matches. The pandemic was good to the game, as small-group outdoor sports thrived during quarantine and more people picked up their racket to reconnect with the sport after a couple years in isolation.I know there is discussion of Pickleball taking over as the dominant racquet sport, but I don’t see it. I enjoy Pickleball and recently played in a tournament during NIVA that was a lot of fun. Pickleball is much easier to learn, faster to play, and less intensive to set up than tennis. But easier doesn't mean better. Sorry, pickle people. It’s never going to take over tennis.Besides Soccer (World Cup in November!), tennis is the biggest global sport and the US Open is the most attended U.S. sporting event of the year. This year already feels bigger because it’s the GOAT, Serena Williams' last dance. Even Djokovic’s anti-vax absence can’t ruin that.For the first time in a long time, she’s playing like she has nothing to lose. Last night, she pulled off a huge upset, knocking out the #2 seed and clearing a path toward the finals. Tonight, her and Venus play Doubles. Win or lose, Serena’s brand remains strong well beyond tennis. It’s incredible to see the tributes from Oprah, Beyonce, Queen Latfiah, and the like. It’s all very moving and I’m rooting for her, even if it means ticket prices are more expensive than usual.Tennis has real life global icons. It mirrors the music business with its combination of unstoppable legacy acts and new players that provide excitement and lifeblood to the sport. With Federer, Nadal, Andy Murray, Venus, and Serena all in the twilights of their careers, tennis is fortunate to have Coco Gauff, Nick Kyrgios, Carlos Alcaraz, and other youngsters with bright futures.The entertainment business is taking notice, too. Could F1's much anticipated tennis series give the sport the same bump it gave to Nascar? We’ll see, but seeing Naomi Osaka sport multiple logos on her Nike dress, including brands like FTX, was a little alarming. Will the tennis outfit evolve into a Nascar style brand space?I hope not, because ‘tennis style’ is its own thing. The relationship between famously flamboyant court fits and luxury streetwear’s embrace of the sport (see: Kith and Roger Federer) has created some beautiful trends and collaborations. Is it a coincidence that the US Open and NY Fashion Week take place concurrently? Absolutely, lol. But “The Glam Slam” sure plays out nicely at venues like Spring Place.If you’re going to the Open, bump that new Sofi Tukker album, Wet Tennis, on your way there, and check out the Spectator Kit from my favorite up and coming brand, Furi. It’s inspired by US Open colors. Just don’t spill any Honey Deuces on your new fit.I love the Fall and the 4th quarter, and I’ll be back in Miami ready to rock. But first, let’s enjoy these last few dog days…
BEATS
Pulse Check: The Tennis EditionHear industry experts’ thoughts on what brands should know about leveraging the power of tennis in their marketing. (BMF)
Jenson Brooksby: Branding an Unlikely SuperstarOpponents might be unable to say what makes Brooksby so tough, but they know he is. And now, more brands are latching onto the ascendant star. (Boardroom)
Tennis Styles Fuel Seasonal Marketing StrategiesThe preppy athletic wear has become a mainstay collection for many brands—even if customers never set foot on the court. (WSJ)
Ralph Lauren’s New US Open Uniforms Are Made from Upcycled PlasticRalph Lauren is making this year’s US Open tennis tournament look very, very good. The brand, which has been an official sponsor of the event for the last 17 years, revealed its official on-court uniforms for this year’s edition on Friday. (Rob Report)
Kings County Tennis League: Benefit Auction 2022The tennis and art worlds are coming together during the 2022 U.S. Open in support of the Kings County Tennis League (KCTL), which is hosting its inaugural art benefit auction. (Artsy)
Discover the Participants of the Inaugural Armory Off-Site at the US OpenThe Armory Show and the United States Tennis Association will present large-scale sculptures at the USTA Billie Jean King National Tennis Center August 23 - September 11, 2022, coinciding with the tournament and fair. (The Armory Show)
Michelob Ultra Peace TreatyBrewed for those who know it's only worth it if you enjoy it. Michelob ULTRA is the superior light beer that celebrates an active, balanced lifestyle. (Ads of the World)
Perfecting Their Backhand: WOTs—The Wives of Tennis Stars—Are Giving Soccer’s Wags A Run For Their MoneyLike most people my age in the U.K., I grew up fascinated by WAGs—the wives and girlfriends of footballers. They were practically a religion, a phenomenon similar to the early days of Paris Hilton or Kim Kardashian—as in, women made famous by association. (Air Mail)
Perfecting Their Backhand: WOTs—The Wives of Tennis Stars—Are Giving Soccer’s Wags A Run For Their MoneyLike most people my age in the U.K., I grew up fascinated by WAGs—the wives and girlfriends of footballers. They were practically a religion, a phenomenon similar to the early days of Paris Hilton or Kim Kardashian—as in, women made famous by association. (Air Mail)
Beyoncé Salutes Serena in This U.S. Open Ad for GatoradeWith Serena's impending retirement, Beyoncé has now stepped up to support her again, narrating a new 60-second Gatorade ad that broke late Sunday just ahead of Williams' swan song at the U.S. Open. (Muse by Clio)
Serena Williams, The BrandThe athlete has become a bonafide branding genius, racking up massive ambassador deals, starring in ad campaigns, and launching her own companies. Today we’re taking a look at a few of her recent brand moments – and making a few predictions about what’s to come for her. (Cassandra)
BYTES
David Grutman is known worldwide as being an innovator in the world of hospitality & night life. He chats with Azarenka about how he found his career path, and why it's not always as glamorous as it seems. Grutman dives into why some of his big mistakes & regrets ultimately propelled him to greater success, and how he built up a reputation that started in Miami and stretched across the globe.
Coco Gauff’s schedule is jam-packed, even ahead of a tennis match. The day she won her women’s exhibition match at the Atlanta Open, Gauff let Vogue in on her preparation and pregame meetings.
Use SwingVision to get automated analysis of shot speed, depth and accuracy. Review video footage shot-by-shot or point-by-point, share pro-quality match highlights on social media with scores and stats overlaid, and get coaching advice after every session.
Many things differentiate the US Open from Wimbledon, but one of the most noticeable is when you're sitting in the grandstand at the USTA Billie Jean King National Tennis Center listening to the tunes DJ Mode is blaring over the loudspeaker. (ESPN)
This week's newsletter was carefully curated by the Nue Agency staff and our editor Rachel Meisner. If you think we missed something this week or have any suggestions/comments for next week's newsletter, let us know!