Original Penguin Tennis - Play Original

Developed and launched a refreshed go-to-market strategy for Original Penguin’s Tennis and Padel category across EMEA. Grounded in consumer and market insights, the work defined a positioning that balanced performance with personality staying true to the brand’s global identity while resonating with sport-focused audiences.

Managed cross-functional teams and agency partners to build a new visual identity, tone of voice, brand values, and campaign messaging aligned with long-term goals. Creative captured real players and athletes including Jodie Burrage in moments of joy and focus, bringing energy and authenticity to the work, while spotlighting product performance and the brand’s signature style.

To drive consistent activation across markets, a comprehensive retailer toolkit was developed to support eCommerce, digital, social, PR, and retail execution.