New Balance has launched a retail activation at the Australian Open (AO) 2024 via communications agency Mango.
Located outside of Rod Laver Arena, downstairs will house the exclusive AO co-branded range, designed to ensure athletes and fans alike experience the perfect fusion of form and function.
Upstairs will host the brand’s VIPs, where they’ll enjoy sweeping views overlooking the precinct and tournament buzz.
Joel Hanlon, head of marketing ANZ at New Balance, says every touch point has been designed to capture the brand's love of the sport, with an innovative design that honours its rich heritage.
“As this is the first year of the sponsorship, we look forward to helping grow the game and inspiring the next generation of tennis players and fans," he says.
The build follows as New Balance announces its extensive agreement with Tennis Australia as the Official Performance Apparel and Footwear provider of the AO.
Drawing on inspiration from New Balance stores across Australia, the structure is able to be used again for future years.
Alex Lefley, GM at Mango, says the agency is proud to work with New Balance on what is a monumental milestone for the brand in Australia.
"Solidifying its presence in tennis in what is arguably the best Grand Slam tournament in the world," says Lefley.
“Alongside Harry the Hirer and Torca, we’ve built an immersive space that mirrors the brand's global in-store presence, inviting fans to engage with the energy and excitement of the tournament.
"From designing the concrete detailing on the panorama wrap to the retail experience - every detail has been carefully considered to bring the best of New Balance to the AO."
Outside of the build, Mango is also leading PR for New Balance at the AO, with MediaHub also responsible for media buy across the tournament.
New Balance’s AO retail store is open from 10am-10pm until January 28, 2024.
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