The US Open begins later
this month at the USTA Billie Jean King National Tennis Center in New York, and sponsors Dove Deodorant, Lacoste and Polo Ralph Lauren are already serving up fresh activations.
Dove, in its
second year at the event, is introducing “Don't Sweat It. Make A Racket." The new platform is meant to inspire fans to show up confidently at the tennis event, offering the Re[set] Club by Dove,
a dedicated refresh destination on the grounds where attendees can cool down, touch up and get match-ready.
The Unilever-owned brand is also looking for new ways to channel tournament vibes,
with "Racquet Report," a social content series in partnership with the USTA, aiming to capture the looks, conversations and opinions of the event. And "Don't Sweat Your Fit," a collaboration with
photographer and cultural creatives Tyrell Hampton and Johnny Criollo of Watching New York, sets out to highlight the “unmistakably confident styles synonymous with the US Open.”
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Dove is also buying women a drink to celebrate the Women's Finals, opening tabs at ten women-owned bars across the country, giving fans food and drinks while they cheer on the biggest
matches
"The heat of the US Open comes from the fans just as much as the matches," said Kevin Tolson, head of Dove and SheaMoisture deodorants at Unilever, in a release. "We want to encourage
everyone to 'make a racket' in their own way. Whether you're making a statement with your match day outfit or cheering at home with your hands raised high, Dove helps you do it without worrying about
sweat or white marks."
Nordstrom is also toasting the Open, in a partnership with Polo Ralph Lauren, the tournament’s official outfitter since 2005. The retailer’s new immersive
installation, open for the next six weeks at Nordstrom’s New York City flagship, features Polo Ralph Lauren's latest US Open Collection. It also has a curated assortment of signature Polo Ralph
Lauren pieces for men, women, children, and home, which guests can personalize with printing, embossing or embroidery.
And Lacoste, the apparel brand, is bringing back its partnership with the
Plaza, offering a tennis-inspired Afternoon Tea at the Palm Court. The meal includes French-inspired sandwiches and pastries, including Le Café Lacoste’s iconic Le Crocodile
dessert.
The tournament itself is finding new ways to make friends, including the US Open Experience at Hudson Yards, the first-ever traveling US Open Free Ice Cream Truck, and a new
competition series on YouTube called “Rally the Boroughs.”
"We’re bringing the authentic, ‘spectacular’ experience of the US Open directly to fans across the five
boroughs and to everyone watching at home,” said Nicole Kankam, the USTA’s managing director of pro tennis marketing and entertainment, in the announcement.
“‘Celebrating our New York Story' is about honoring the deep-rooted connection between the US Open, the city we call home and, most importantly, the fans. Each of these activations will
deliver first-time and long-time fans the energy, the excitement and spirit of the US Open in so many new and exciting ways, all with New York City as the unmistakable backdrop.”