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ATP Tour launches bold campaign to boost tennis beyond the majors

It All Adds Up for ATP Tour. Campaign by Wieden+Kennedy London, UK

UK – The ATP Tour is ushering in a new era with It All Adds Up, a campaign designed to elevate the year-round men’s tennis circuit and its role in shaping player rankings. Created by Wieden+Kennedy London, the campaign aims to increase awareness of the ATP Tour, which has often been overshadowed by the Grand Slam tournaments.

Andrew Walker, senior vice-president of brand and marketing at the ATP Tour, explains the goal is to ‘move the ATP Tour and our athletes deeper into the heart of cultural conversations’. The campaign addresses visibility challenges, which have historically been hindered by limited broadcast coverage. The recent launch of Sky Sports Tennis in the UK seeks to remedy this alongside the new branding effort.

The campaign uses a typographically driven approach to build energy and intensity, setting the ATP Tour apart from traditional sports campaigns reliant on player footage. Motion and still visuals mirror the rhythm of tennis rallies, while a design-led aesthetic draws inspiration from classic print advertising.

Launching during a generational shift in men’s tennis, the campaign seeks to spotlight rising stars and re-ignite excitement in the sport beyond its iconic legends.

In our Game-Changers: The Future of Sports Fandom we explore how sports fandom is evolving and how businesses are crafting engaging content, products and experiences to captivate the casual sports fan.

Strategic opportunity

Shift the focus from established figures to emerging talent to attract new audiences. Consider how your industry can champion rising voices and up-and-coming leaders

Rappers Krept & Konan launch supermarket for diverse communities

UK – British rap duo Krept & Konan are expanding their business ventures with the launch of Saveways, a 15,000-square-feet supermarket in Croydon, London, designed to better serve Black, Asian and other ethnic communities.

‘We like to get involved with businesses that solve problems and give back to the community,’ said Konan, whose real name is Karl Wilson, in an interview with the BBC. The duo, who grew up in Croydon, expressed their commitment to launching businesses in their home town, which has played a crucial role in their journey.

Krept, whose real name is Casyo Johnson, said he immediately recognised the need for Saveways when co-founder Kaysor Ali pitched the idea. ‘Having the experience of going shopping and having to go to multiple places – I have to go to here for my meat, here for my fruit and veg and then for certain seasonings I have to go here – not everything is in the major supermarkets… They just have one world food aisle and it was like,‘imagine that, but a whole supermarket,’ said Krept.

Set to open on 1 February 2025, Saveways aims to provide a diverse range of culturally relevant food and drink, from fresh halal meat to frozen exotic fish. More than just a supermarket, the store also aims to be a hub for the local community, celebrating cultural diversity and fostering inclusivity.

In The Rise of the C-store, we explored how brands are re-evaluating the convenience store sector, recognising it as a valuable, authentic backdrop for launches, brand takeovers and promotions.

Saveways by Krept & Konan, UK

Strategic opportunity

Consider how to transform retail spaces into experience-driven community hubs, combining shopping with events, education and entertainment. Can you offer space for small local businesses to showcase their products, for instance?

Stat: Ideological fractures and mistrust in democracy plague Gen Z

Photography by RDNE Stock project, US

UK – New research for Channel 4 exposes deepening gender divides among Gen Z in the UK; 45% of male respondents aged 13–27 said that ‘we have gone so far in promoting women’s equality that we are discriminating against men’. A similar proportion agreed that ‘when it comes to giving women equal rights, things have gone far enough’.

The findings are part of a Channel 4 report, Gen Z: Trends, Truth and Trust. Based on a study of 3,000 adults of all ages conducted by polling company Craft, the report also reveals a stark shift in political attitudes among Gen Z, with more than half (52%) believing the UK would be better off under a strong leader who bypasses Parliament. A third (33%) go further, suggesting the UK would be better off with the army in charge.

Meanwhile, 58% of Gen Z place as much or more trust in social media posts from friends as they do in traditional journalism, with figures like Andrew Tate and Jordan Peterson commanding influence among 42% of men.

In our Gen Z Now and Next: 2024–2025 report, we began analysing this worrying gender divergence and how this is contributing to loneliness among young people.

Strategic opportunity

Launch initiatives that promote positive male identity while reinforcing the value of gender equity. Use trusted male voices such as athletes and influencers to reshape the narrative and create content that unites, not divides, young people