Unveiling a Legend: The Story Behind Roger Federer’s New Wilson Racket

As the Manager of Global Social Strategy, I had the unique opportunity on developing and driving the social marketing campaign for Roger Federer’s new RF Collection with Wilson on all social platforms (Wilson + RF). This journey was not just about the promotion and launch of a new product; it was about celebrating a legacy and partnership connecting with tennis enthusiasts worldwide.

Understanding the Product and Roger's Legacy

Roger Federer, a name synonymous with tennis excellence, collaborated with Wilson to create the RF Collection, a line of rackets designed to inspire both professional and recreational players. The collection includes the RF 01 Pro, RF 01, and RF 01 Future, each tailored to different levels of play1. Our goal was to highlight the innovation and craftsmanship behind these rackets while honoring Federer’s storied career.

Crafting the Strategy

Driving a successful launch campaign was rooted in developing a comprehensive social strategy brief that would influence the content creation used across all social and integrated marketing platforms. Other tactics to help drive authenticity and and trust were leveraging ambassadors and influencers to share their experiences with the RF collection, interactive experiences both digitally and offline, and private launch event sessions with key media outlets.