USTA Coaching

Empowering the future of tennis through insights-driven brand strategy, creative and campaign execution

Fueled by a dynamic new generation of stars and skyrocketing global interest in racquet sports, tennis is more culturally relevant than ever. With a mission to grow the game and inspire healthier people and communities, the United States Tennis Association (USTA) – the governing body of tennis in the U.S. – set forth an ambitious goal: 35 million American tennis players by 2035.

To empower this next stage of growth, the USTA was determined to take a broader, deeper and more direct role in tennis coaching through the creation of a new sub-brand: USTA Coaching. The organization tapped Material to transform this ambition into a dynamic brand that would establish the USTA as the most trusted name for coaching in tennis – a comprehensive platform with expert resources, tailored education and inspiration for coaches and players alike.

WHAT WE DID

Segmentation
Brand Strategy
Brand Design
Creative
Media Planning & Buying

Approach

Research + Insights: To build a relevant and inclusive brand for USTA Coaching, we began with foundational research. We segmented key audiences and then optimized the platform’s features, benefits and pricing to meet their needs.

Design: We leveraged the USTA’s status as the leading tennis authority and built USTA Coaching as a direct extension of the brand. This included a proprietary typeface, a flexible design system and a badging and designation system for the platform.

Impact: We developed the Serve Your Passion brand narrative and a go-to-market strategy to help the USTA nurture the next generation of players and coaches. Fueled by compelling storytelling and dynamic activations, our multi-channel launch campaign positioned coaches as the heartbeat of the sport – more than just teachers, but leaders, mentors and motivators.

Outcomes

August 2025 saw the launch of the USTA Coaching sub-brand with the Serve Your Passion campaign, a major moment for the USTA aligned with the highest-visibility American tennis event of the year: the U.S. Open. From paid media to organic social, influencer marketing and event activations, our integrated go-to-market strategy was fine-tuned to reach three national audiences for coaching: parents, high school tennis coaches and professional tennis coaches.

With a dynamic, scalable brand and a fiery launch campaign, USTA Coaching is now equipped to differentiate from a fragmented competitive landscape, empower coaches everywhere and fuel its goal of 35 million passionate tennis players over the next decade.