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Dear Pulse Readers,
These last weeks of summer mean the arrival of the US Open. Starting Monday, fans and notable public figures from around the world will descend on NYC to come together around a shared passion: tennis. Stay tuned on our social channels, because BMF is serving up something special with our friends at IHG.
Beyond the US Open, tennis has become an increasingly influential cultural juggernaut. More than other sports, tennis lends itself to the worlds of luxury, lifestyle, and celebrity. Maybe it’s the sport’s upper crust heritage – or because Anna Wintour is a fan – or maybe it’s the superstar players, who captivate crowds with a single stroke. Either way, tennis has become a space where brands are showing up to stay connected with discerning consumers.
In this edition of The Pulse we’re celebrating tennis as a cultural connector – on and off the court. It’s never too soon to start thinking about the next cultural tentpoles – Miami Open, Wimbledon, the French Open, and the many other tournaments hosted annually throughout the world.
Stay inspired.
Bruce, Brian, Ed + The BMF Team
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Expert POV: The Cultural Impact of Tennis
Get insight from marketing experts on leveraging tennis as a cultural connector. Read their POV here. ➔
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The New + The Noteworthy
Everything Worth Doing/Seeing/Getting/Booking
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We all love a legendary party, and IHG Hotels & Resorts knows how to throw one. If you couldn't make it to their BMF produced Summer Soirée on August 24 for the pre-US Open activities, have no fear! As the official hotel of the US Open, they’re having events, specials, and activations throughout the competition. Find out more – and book your stay – here. ➔
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From activewear to accessories, Polo Ralph Lauren knows tennis. The official outfitter of the US Open since 2005, check out the new 2022 tournament campaign and collection here. ➔
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In August, Amex teamed up with mobile tennis community Break the Love to bring card holders the American Express® Racquet Club - granting access to 500 courts across the Tri–State area, bookable here. Additionally, American Express is once again offering an immersive Fan Experience at the USTA Billie Jean King National Tennis Center. Complete with Glow Tennis, a mixed reality game, and complimentary manicures with tennis themed nail art, it’s worth a visit! ➔
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Even if you're not an ace on the court IRL, you can be one in the metaverse. Just in time for the US Open, Nikeland on Roblox has popped up with a virtual yard that can be curated with branded athletic gear and avatars for playing tennis and other sports. Snap up your looks and show off your skills here. ➔
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The Armory Show, New York’s iconic annual art fair, and the United States Tennis Association have teamed up to bring the works of indeginous artists to the US Open. The large-scale sculptures represent the companies’ shared values of “creativity, inspiration, and equity” and look to spark discussion among attendees. Learn more about the “Armory Off-Site” here. ➔
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Headed to NYC for the US Open? Don’t miss a minute of action on the court with this handy Play Like A Pro hotel package. Equinox Hotels partnered with Blade to offer tennis fans VIP transportation from the Equinox Hotel to the player entrance of the tournament venue. ➔
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The Frequency
What We're Listening To Now.
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This is arguably the best musical tennis match video ever. Sure, Martin Solveig (feat. Dragonette)’s “Hello” is a blast from the past, but there’s no better way to celebrate all things tennis and music than turning this video and song up full blast. Enjoy!
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The Destination
Now Departing...
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Practice your swing before the summer is over in the land of private tennis courts: The Hamptons. Take a look at our updated travel guide for inspiration. ➔
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The Sublime
Creators, Innovators, And Cool $#!+ You Should Know About.
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Serena Williams is an undeniable role model, positively influencing culture, community, and athletics for decades. The tennis legend shook up the newscycle when she recently announced her retirement in an op-ed for Vogue, which you can read here. Watch her reminisce on her “life in looks” and how she changed sports forever here. ➔
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Miu Miu unveiled a collection dedicated to tennis with an event at its stylish Tennis Club in Saint-Tropez. The pop-up welcomed influencers including Chiara Ferragni. The aim? To showcase the coolness of Miu Miu's new creations on the most glamorous influencers, all dressed in specially designed outfits. Check out the event pictures here. ➔
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The highly-anticipated collaboration between Gucci x Adidas blends the Italian luxury savoir-faire with the iconic sportswear manufacturer, resulting in a retro-chic collection that’ll get you noticed at any tennis Open. The campaign is inspired directly by an 1979 Adidas archival catalog and features colorful prints, vintage cuts and a revamped logo. Find your courtside outfit here. ➔
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Evian has brought two icons together to launch its new campaign - Drink True. A partner of Wimbledon since 2008, the campaign celebrates authenticity and being true to oneself - through the lens of Evian's long-term support of tennis. Watch Dua Lipa and Emily Raducanu volley thoughts and balls across a bright pink tennis court here. ➔
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Game-Set-Match! When the US Open begins on August 29, the tennis tournament will have a new automotive sponsor – Cadillac. The multi-year deal with the US Tennis Association means attendees will get a glimpse of the first-ever all-electric Cadillac, the Cadillac LYRIQ*. Read more here. ➔
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Serena Williams is the talk of the town, but her sister Venus has always been a superstar. Her activewear brand EleVen launched a limited-edition eyewear collab with LOOK OPTIC just in time for NYC’s hottest tennis event. Match a pair with one of her tennis ‘fits and you’ve got your official US Open Look. ➔
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The Week In Review
ICYMI...
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Travel
- Coming to NYC for the US Open? This Hotel Package Will Get You There in a Chopper ➔
- New York City Hotels Offering 2022 US Open Packages ➔
- The Peninsula Hotel’s US Open Package Includes Court-side Seats and Meet-and-Greets With Players ➔
- 2022 US Open Theme Art Is Totally "New York" ➔
- Novak Djokovic Will Miss The U.S. Open, His Official Schedule Says ➔
Fashion & Beauty
- Serena Williams Launches GOAT Merch Collection Ahead of Last US Open ➔
- Ralph Lauren’s New US Open Uniforms Are Made from Upcycled Plastic ➔
- Tennis Styles Fuel Seasonal Marketing Strategies ➔
- Sustainable Fashion Comes to US Open With Rothy’s x Evian Collection ➔
Entertainment
- How to Watch U.S. Open Qualifying Matches: Stream Tennis Live, TV Channel ➔
- Former World No.1 Victoria Azarenka’s Podcast To Debut Second Season On Tennis Channel Platforms ➔
- Prime Video’s Fifteen-Love: This Gripping New Drama Explores Trust, Power and Obsession In The World of Elite Tennis ➔
- Zendaya and Josh O'Connor to Star in Romantic Drama About Tennis ➔
- Meghan Debuts New Podcast With Special Guest Serena Williams ➔
Technology
- Babolat's Updated Pure Aero Tennis Racket Line Introduces New Technologies, Flax ➔
- Sense Arena Announces New Virtual Reality Tennis Training Platform and Partnership with Martina Navratilova ➔
- US Open Marks IBM Extension With New Redesigned, AI-driven App and Website ➔
- Moderna Sponsors U.S. Open To Raise mRNA Awareness ➔
Media
- Roger Federer Teases Return With Latest Social Media Post ➔
- Social Media Reactions: ‘We Will Never See Another Serena Williams’ ➔
- Moderna’s New US Open Sponsorship Extends Marketing Push Beyond Covid Vaccine ➔
- Tennis Influencer Rachel Stuhlmann Opens Up On Emotional College Loss ➔
Events
- Sports & Social DraftKings to Open at Somerset Collection in Troy, Michigan ➔
- Pickleball: Where Are Courts Being Added in the Coachella Valley? ➔
- US Open Fan Week Returns to Queens After Two-Year Hiatus ➔
- Don’t Miss These Free Events at the U.S. Open 2022 ➔
- American Express Debuts NYC Rooftop Pickleball Court & Tennis Lounge for U.S. Open ➔
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