Leading up to the US Open in New York City, district studio partnered with Yonex to design and execute a multi-layered campaign that positioned their pop-up shop as the anchor of a larger brand story. Our goal was to deepen Yonex’s investment in the city’s tennis community while connecting global tennis culture to the energy of New York.

We approached the campaign through our District Influencer Systems framework, combining influencer partnerships, storytelling, and curated experiences. Some activations spanned the length of the tournament, while others were single-day campaigns built for moments of cultural relevance. This included a mix of paid influencer work and product gifting, creating authentic entry points into diverse audiences.

One of the cornerstone storytelling initiatives came through a collaboration with Samba, who produced a film that rooted Yonex within New York’s unique character and tennis culture. By weaving together community, creators, and on-the-ground experiences, we created a layered campaign that went beyond traditional sponsorship to authentically embed Yonex into the city’s narrative during one of tennis’s biggest moments.