INDUSTRY:
Sports & Performance
CLIENT:
WILSON
YEAR:
2025
EXPERIENCE:
Lead Social Strategist & On-Site Producer
Wilson Tennis at Indian Wells - Elevating Tennis Superstars
the challenge.
Indian Wells is one of the most important tournaments in tennis.
But importance doesn’t always equal relevance on social.
The matches speak for themselves. The gap was everything around them.
Fans don’t just follow tennis for results anymore — they follow for access, personality, and moments that feel real in the moment.
Wilson didn’t need louder coverage.
They needed a way to translate the energy of Indian Wells into social-first storytelling that could live beyond the tournament — without losing credibility with the core tennis community
my role.
I built the crew, led the social strategy, and ran on-the-ground production for Wilson at Indian Wells.
Wilson already has a rich culture and a legacy with elite players — it just isn’t always captured that way. Instead of treating Indian Wells like a highlight or product pipeline, I approached it as a playground that reflects how the game actually feels: elevated, competitive, human, and occasionally playful.
Working closely with Wilson and Six Degrees, I assembled photographers, videographers, and production partners, then led capture across multiple days with some of the biggest names in tennis — including Aryna Sabalenka, Paula Badosa, Stefanos Tsitsipas, Alex de Minaur, Ons Jabeur, and Mirra Andreeva.
I directed what we captured, how it would be used, and how it could scale across the season — prioritizing formats that let athletes show up as themselves, let products feel earned, and let fans experience tennis outside of match play.
My role sat between strategy and execution, ensuring the work held up creatively, culturally, and operationally in a tournament style environment.
the results
The content consistently outperformed Wilson’s baseline across both reach and engagement — without relying on match footage.
Multiple athlete-led reels reaching 189K–694K views organically on Instagram
Bench-format athlete name reveals driving 490K+ views and sustained comment activity
One of Wilson’s highest-performing TikToks from the tournament window, surpassing 100K+ views
Strong saves and comments on women-focused storytelling tied to International Women’s Day
A year-long, scalable content library now deployable across tournaments, platforms, and athlete moments
Athletes were positioned as people — not just players.
Product showed up as part of their world — not the headline.
And Wilson’s presence at Indian Wells felt current, confident, and culturally fluent.
