With a new logo and redesigned website, the global brand overhaul kicks off today under the tagline, “WTA For The Game.” From Landor Australia, the work “dives into the driving force behind our players,” said Micky Lawler, WTA’s president and head of marketing initiatives. “It’s the fire starter, the conversation starter.”

The ads—starring Osaka, Coco Gauff, Simona Halep and Iga Swiatek, among others—introduce the association’s new look and unapologetic attitude. 

“This is for the women who broke barriers then, so we can break records today,” says the voice-over for the 30-second spot. “This is for those who told us we can’t, and for those who never stopped believing. This is for the grind, for being better today than we were yesterday and for those who will define tomorrow.”

“WTA For The Game,” which also includes a star-packed, one-minute hero piece, draws on the group’s history of social activism, stemming from the “original nine” members, including Billie Jean King. 

It also aims to get behind the stats, with video vignettes from players such as Bethanie Mattek-Sands giving a peek into her flamboyant on-court outfits and her battle back from serious injury, and Ashleigh Barty talking about the importance of her family.

“Every athlete has a story, and this is our opportunity to tell those stories,” Lawler said. “It gives us the chance to humanize our players and complete what the fans see on court.”

The campaign, with roots that stretch back two years, was always intended to launch in 2020. Though the pandemic caused a monthslong delay in play, it didn’t change the strategy or timing, said Lawler, who noted that “For The Game’s” debut has “reenergized us and put us in a positive place.”

And fortunately for the WTA, the team had completed photo and video shoots before Covid-related shutdowns.

The players themselves, many of whom are social media influencers and activists like Osaka, a recent Adweek cover subject, will be sharing the spots and other materials.

“Fans are enthralled by individual skill and athleticism, but they also invest deeply in what motivates these head-turning women on- and off-court,” said Jessica Murphy, Landor Australia’s general manager. “Exploring these driving forces—the similarities and differences—is a key element of the brand.” 

The campaign makes liberal use of the WTA’s trademark purple color scheme, accented with boxy white stripes that mimic a tennis court. The refreshed logo highlights the silhouette of a player in mid-serve, which is not only a unique move in tennis but also a lynchpin of the sport.

“It’s a very hard stroke to learn, and it’s a very important part of the game,” Lawler said. “It’s also a time when the player is in control.”

The WTA, which draws north of 700 million broadcast viewers annually for its events, used some of its time during lockdown to forge a closer relationship with its male counterpart, the ATP.

The two associations co-created a digital content series called “Tennis United” and collaborated on the groundbreaking “Real Heroes” project that involved the NFL, the NBA, the NHL, MLB and other entertainment companies and professional sports leagues. They also worked with a handful of tennis’ governing bodies to raise $6 million to support players impacted by the coronavirus.

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