The Women’s Tennis Association has a new ad campaign, highlighting strength in its athletes as a beautiful characteristic. Aiming to convert “peripheral fans” to more committed tennis viewers, the campaign places strong female tennis players in elegant dresses, where they slam tennis balls around while glitter flies. Stacey Allaster, Chief Executive of the WTA states that “an emotional connection to those performers we’re inspired by” is what is necessary to create true fans. This can be said of arenas other than athletics, as evidenced by our constant need to know more about the lives of our favorite film stars, musicians and other public figures.
It’s still too early to tell the full extent of this campaign’s success, but it will be made available to individual tournament organizers in 33 countries and the WTA will soon announce two new multimillion-dollar sponsorships. Take a look at the ad and tell us what you think!