Campaign: Sabalenka Fighter Racket

As the Head of Global Social Media for Racquet Sports at Wilson Sporting Goods, I directed on-the-ground execution and led our on-site production and community management teams through the high-stakes environment of the US Open. My leadership during the tournament focused on balancing our legacy brand credibility with next-generation talent visibility to reinforce Wilson's position at the center of the sport.  

This approach was put to the test during the high-profile launch of tennis star Aryna Sabalenka’s limited-edition 'Fighter' racket. Recognizing a rapid shift in tournament momentum, I spearheaded an immediate strategic pivot—shifting our focus from a standard, planned in-store appearance to capturing raw, behind-the-scenes, athlete-led hype content right after her first match.  

By guiding my community management team to execute this disruptive, reactive moment, we transformed real-time tournament culture into massive commercial and digital success. The content I captured and published became the top-performing coverage of the entire tournament for Wilson, yielding over 1.2 million impressions. More importantly, it drove measurable business outcomes, resulting in the same-day, complete sell-through of all 1,000 limited-edition rackets.

https://video.wixstatic.com/video/a42731_c5f01737a577471fb6ea7ae8216844cf/720p/mp4/file.mp4