Research, though, shows that the demographics for the sport are changing. People of color now represent 38% of American tennis players, up from 32.5% in 2019. Participation among the Hispanic, Black and Asian American Pacific Islander populations have jumped by double digits over the past three years, per the Physical Activity Council.

Overall, interest in tennis has grown significantly since the pandemic, with 4.2 million people trying the game for the first time in 2022, according to the study, with beginners accounting for 18% of the total playing public. Even with the popularity of pickleball, tennis and its 23.6 million players outnumber that sport, plus badminton, racquetball and squash combined.

Sophisticated vibe

As part of the brief, USTA asked Dentsu Creative to search for an energetic piece of music with “pulsing rhythms” to power the spots, Kankam said. “We wanted a unique sound that was sophisticated and authentic and really highlighted a youthful energy.”

The agency came up with several options, with Kawaii chosen based on the success of her debut studio record—her single “Vibe” alone has racked up 100 million streams—her devoted TikTok following and her hometown roots in the tristate area. “Violin,” with its 40 million streams, was a strategic and tonal fit, according to the creatives.

The tennis league also wanted to amplify female voices as it celebrates the 50th anniversary of equal prize money for men and women, Kankam said.

Kawaii—born Vanice Palmer in Irvington, N.J.—will be involved beyond the initial 30-second commercials, extending into an ambassador role. The performer will work with the USTA to develop offshoots and content based on the “Spectacular Awaits” ads for TikTok and other platforms. She will appear at the U.S. Open, which starts with a fan-centric week of activity followed by two weeks of tournament play in Flushing Meadow.

Tickets for the event, which drew 900,000 people cumulatively in 2022, go on sale to the public Monday.