Going beyond tennis whites

The Wimbledon Collection was designed in-house and made to a standard you’d expect from one of the world’s most prestigious sporting events. The problem was that most people didn’t know it existed, and event merchandise doesn’t exactly have the best reputation for quality. We needed to show that this was something very different: a premium collection, with premium materials and price points to match.

My role went well beyond the creative execution. I shaped how we positioned the Collection and built the plan around paid, owned and earned media. With a small budget and big ambitions, I brought as much as possible in-house, working directly with photographers, producing the shoots and creating the campaign assets with our internal team. That meant we could spend more of the budget getting the work in front of people, while giving our PR agency strong enough imagery and stories to earn coverage too.

Over the years, that approach got the Collection into some of the biggest fashion titles, delivered above-average returns from paid media and gave us enough content to support the website, social and our own channels throughout the year.