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Media & Marketing
Published: 5 Sep 2017

Adidas & Pharrell Williams: Tennis Community Work

With their Don't Be Quiet Please campaign, Adidas and musician collaborator Pharrell Williams have found a quite literal way of elevating local community voices during the US Open tennis tournament.

The campaign plays on a tennis umpire's call for "Quiet, please" at the start of a match. Williams imbues his first ever tennis performance collection with the spirit of community action, which he says can only be achieved by not being quiet. The idea is to look at tennis from a different angle, and show the role sports can play in community activation. To support this message, Adidas has placed 10 umpire chairs all over Manhattan, encouraging locals to climb on and shout about what they care about. At selected locations, guest performances from artists including Action Bronson and Young M.A will draw extra crowds.

To launch the campaign, Adidas took over Frederick Johnson Community Court in Harlem, New York. Here, Williams delivered his own Don't Be Quiet Please manifesto from an umpire chair, while Adidas tennis athletes Angelique Kerber, Sascha Zverev, Dominic Thiem and Jo-Wilfried Tsonga interacted with local youth and organisers. To give the sport an additional local push, Adidas will also partner with the NYC Parks Department to refurbish a neglected tennis court and provide a tennis scholarship programme later this year.

For more on marrying brand communications with social causes, see Retail's Activist Brands, Charity Marketing's Tech Evolution and Surviving Marketing Fails.

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