Wilson: US Open Coverage

When I took on the role of social media manager for Wilson during the US Open, my goal was clear: bring the brand to the forefront by capturing real-time moments with athletes and the excitement of one of tennis’s biggest stages. Wilson is a legacy brand with deep roots in the sport and the racquet world overall, and the challenge was to connect that heritage with today’s fast-moving social media landscape.

The real-time, athlete-focused strategy paid off. Wilson’s social media channels saw a significant increase in followers (+2500) and engagement (+78%) during the US Open. Posts featuring live moments and athlete stories consistently outperformed others, proving the value of authentic, timely content.

Here’s how I approached this unique opportunity and what made the coverage stand out.

Capturing Real-Time Moments with Athletes

• The US Open is a whirlwind of action, emotion, and unforgettable plays. To make Wilson’s presence felt, I focused on leveraging live moments with athletes who trust Wilson gear. This meant staying agile and ready to share highlights as they happened. For example, when a player hit a game-winning shot using a Wilson racquet, we quickly posted behind-the-scenes content and reaction clips. This approach created a sense of immediacy and excitement that resonated with fans.

Working closely with athletes also meant sharing their personal stories and training insights. We posted short interviews and candid moments that showed the human side of competition. This helped Wilson connect with tennis fans beyond just the equipment, building a stronger emotional bond.

Centering Wilson’s Legacy at the US Open

Wilson’s history in tennis is rich, with decades of innovation and partnerships with top players. To highlight this legacy, I integrated storytelling into the coverage. We shared throwback posts featuring legendary players who used Wilson racquets, linking past and present. This gave followers a sense of continuity and respect for the brand’s role in shaping tennis.

We also emphasized Wilson’s commitment to quality and performance. Posts explained how the latest racquets and balls used at the US Open are designed to meet the demands of today’s athletes. This mix of heritage and innovation positioned Wilson as both a trusted classic and a forward-thinking leader.

Engaging Fans with Interactive Content

Social media is a two-way street, so I made sure to include interactive elements that invited fans to join the conversation. Polls about match predictions, quizzes on tennis trivia, and live Q&A sessions with players helped boost engagement. These activities kept the audience involved and made Wilson’s channels a go-to destination during the tournament.

We also used hashtags strategically to increase visibility and encourage user-generated content. Fans shared their own Wilson gear and US Open experiences, creating a community feel around the brand.