The ATP wanted to put its Challenger Tour back on the map, to highlight its unique place in the world of tennis, and its crucial role in developing the Tennis stars of the future.

The outcome was ‘ON THE RISE’, a social-first campaign which is all about giving fans a backstage pass to the wild world of the Challenger Tour, where they'll witness the players' relentless pursuit of their dreams.

We created a whole new brand for the Challenger Tour with a positioning and visual identity. The brand world is gritty, with textures and hand-drawn graphics. It was announced with a launch film that shows the rollercoaster ride that players and fans experience through the tour - the highs, lows, joy, journeys, and celebrations that come with every new tournament. In unique venues across the world, Challenger Tour players channel their love for the game to give their all, time after time, with the aim of eventually rising to the very top and realising their ultimate dream.