Calling in a new age for tennis: Signed by Carlos Alcaraz.

Carlos Alcaraz has been the most promising up-and-comer in the world of tennis for years. So when the Spanish phenom finally won his first Wimbledon tournament, we teamed up with Nike to celebrate the beginning of a new age in the sport: One named after him.

To do so, we created an impactful global campaign for social, digital and OOH that marked this important milestone for the brand—and the future of the sport. Not only did the campaign help establish Carlos as the new face of tennis, it earned over 600K likes under 24 hours, making it the brand’s most successful post in 2023. Also, it was very fun to read hundreds of reactions and analyses of the asset’s influence and possible hidden messages—verging on conspiracy theories.