HEAD has announced the launch of a brand repositioning effort designed to put an increased focus on individual athletes’ personal interaction with the game of tennis. The new marketing campaign showcases the passion for the game of tennis with its claim “The Power of You”.
To support the repositioning campaign, HEAD recently signed tennis great and World No. 3 Novak Djokovic, giving the brand three players in the top 10 and a renewed emphasis on the brand’s junior tennis program. These young stars, along with many others in the top 100, will be more deeply integrated into HEAD’s marketing activities as part of its HEAD & You campaign.
In addition, HEAD will continue to lead the industry with trend-setting products and integrate the latest technologies and materials to find the best solutions for athletes on the court. These advances will be incorporated in the HEAD’s latest racquets and will be packaged under the umbrella brand concept YOUTEK™. YOUTEK™ combines different superior technologies to perfectly match the consumer’s individual playing style.
“Our goal with HEAD’s repositioning is to shift focus back on the consumer and bring more emotion to our customer,” said Johan Eliasch, CEO of the HEAD N.V Group. “We have a strong foundation of young talent in the ATP that will help carry out our message moving forward to ensure the HEAD brand meets consumer need and has continued success.”
As part of YOUTEK™, HEAD will be incorporating d3o™, a revolutionary, smart material into its racquet line and will be located in the shaft of a racquet. d3o™ senses the need of the player during different strokes and adapts accordingly to provide the best approach. For slower hits and slices, the material absorbs the impact to provide a softer touch and greater feel. For fast strokes, d3o automatically locks together to provide maximum power.
HEAD recently launche their new positioning at the Masters 1000 event in Monte Carlo, together with new racquet series named Speed, which incorporates YOUTEK™. To support the launch of the Speed Series, HEAD recently announced the launch of “Speed Lessons” by Novak Djokovic. A preview to the launch of HEAD’s newest line of racquets, the Speed Lessons are making waves online touting the company’s “most powerful tour racquet ever created.”
A fully interactive Web site, http://www.speedlessons.com, is drawing attention from around the world with visitors looking to see what HEAD’s top professional player has to say about his new racquet.