With the Australian Open (AO) 2024 underway, global athletic wear brand New Balance has joined the lineup of brands looking to leverage the audiences surrounding Australia’s premier grand slam with a large scale retail activation via DDB’s PR, social, and comms agency, Mango Communications.
The build follows New Balance’s recent announcement its extensive agreement with Tennis Australia as the Official Performance Apparel and Footwear provider of the AO. Drawing on inspiration from New Balance stores across Australia, the structure is able to be used time and time again for future years.
See also: The brands aiming to ace the 2024 Australian Open on Nine
Located outside of Rod Laver Arena, the downstairs of the retail space houses an AO co-branded range. Upstairs is a host venue for New Balance VIPs.
Commenting on the new activation, Joel Hanlon, head of marketing Australia and New Zealand at New Balance, said: “Every touch point has been designed to capture our love of the sport, with an innovative design that honours our rich heritage.
“As this is the first year of the sponsorship, we look forward to helping grow the game and inspiring the next generation of tennis players and fans.”
Alex Lefley, general manager at Mango, added: “We are so proud to work with New Balance on what is a monumental milestone for the brand in Australia, solidifying its presence in tennis in what is arguably the best Grand Slam tournament in the world.
“Alongside Harry the Hirer and Torca, we’ve built an immersive space that mirrors the brand’s global in-store presence, inviting fans to engage with the energy and excitement of the tournament.”
Lefley concluded, “From designing the concrete detailing on the panorama wrap to the retail experience – every detail has been carefully considered to bring the best of New Balance to the AO.”
See also: Mediahub is appointed media partner for New Balance