The Women’s Tennis Association (WTA) enters the realm of fashion with “Style Unpacked,” a digital series that seeks to bring tennis fans closer to female players by celebrating their self-expression and individuality. The content also explores the local culture of the dozens of cities in which the WTA Tour professional circuit takes place.
The initiative is developed together with the creative agency Run Deep and the production company Far Media, and aims to connect the entity with a broader audience by transcending the borders of sports. In this sense, it is made up of various episodes, each focused on a player, which will be published on YouTube and Instagram, as well as on the platforms of WTA communication partners.
“The WTA Tour is a non-stop race: 11 months, 25 countries, a new city every week, countless cultures and a wardrobe limited to what fits in a couple of suitcases“, comment from the Women’s Tennis Association. “With Style Unpacked, we take audiences beyond the court to showcase the individuality of our players and their shared love of fashion, as well as the world-renowned cities that host our events.”.
As explained by the association, each installment of the series pairs a player with a local fashion designer to explore personal styles, life on tour and the value of athletes expressing themselves off the court. The objective of “Style Unpacked” is to offer fashion inspiration and advice to users under the premise of the pace of life and limited wardrobe of the players during the competition.
The first chapter, now available, follows the Colombian tennis player Camila Osorio during her time in Madrid, as part of her participation in the Mutua Madrid Open. The athlete explores different look options with the help of Madrid stylist Antonia Payeras. Fashion and sports content creator Andrea Neira hosts each episode.
The series capitalizes on the new mentality of modern fans, increasingly oriented towards the authenticity of professional players and interested in their human values, rather than their performance on the court. By featuring athletes in more intimate conversations, the content opens the door to moments of identification and emotional connection, driving the relevance of women’s tennis.
“Fans follow the WTA tour all season long to watch the players compete and win, but the deepest connection comes from understanding who they are beyond the court.“explains Sarah Swanson, Brand Director of WTA, according to The Stable.”Content like ‘Style Unpacked’ offers audiences a glimpse into the personality, perspective, humor and vulnerability of female players.”.
