Heritage brands lose relevance slowly, then all at once. Sergio Tacchini had the legacy — Wimbledon, McEnroe, the 80s — but legacy alone doesn't translate to a new generation. The audience we needed wasn't nostalgic for tennis. They were into music, streetwear, and the visual language of people who move between those worlds effortlessly. The brand's history was an asset, but only if it was reframed through culture, not just referenced.

Shift brand perception from a traditional tennis label to a modern lifestyle brand — without erasing what made it worth reviving in the first place.

We partnered with Foggieraw because he already inhabited the intersection the brand needed to reach: music, fashion, New York, authenticity. This wasn't influencer casting. It was creative direction built around a specific cultural voice. The campaign was designed to feel like it came from that world, not like a brand visiting it. The tennis DNA stayed — in the silhouettes, the court references — but the context shifted completely. Heritage as texture, not the story itself.

• 13M+ impressions across influencer, brand, and paid media

• 8.5% engagement rate

• +14% lift in brand favorability