Henry V Events

Bringing kids and teens a star-powered tennis bash

adidas wanted to create a free, youth-centered event that would celebrate both tennis and Portland’s hosting of the Davis Cup. Henry V helped them locate their goal’s sweet spot.

The Challenge:
How could adidas use one event to tap into Davis Cup excitement, interest the younger generation in tennis, and give back to the community?

The Solution:
Henry V created a Tennis Bash that let 6 – 18 year olds boost their racket-wielding skills – even if they’d never so much as bounced one of the sport’s yellow balls. To conquer the challenge of pre-event promotion, we:

• Created and distributed a total of 10,000 contact-laden wrist bands that highlighted both 2007 Davis Cup competitors equally.
• Drove attendance by using street teams at high-traffic shopping malls (2,000 bands) and partnering with nonprofit organizations (8,000 bands).
• Let everyone know that Davis Cup athlete-volunteers from both teams would be putting the sport’s spirit of fair play front and center.

The Results:

• 4 Davis Cup athletes interacting with more than 450 kids as 100-plus parents checked out the action
• Positive coverage from 4 local TV stations and multiple news publications