Prince Tennis

For decades, Prince Tennis was one of the most recognized names in the game. An innovator with deep credibility among serious players. Yet alongside its performance pedigree, the brand became closely associated with the polished, country-club aesthetic of the 80s and ’90s, an icon of preppy whites, and legacy status. While that heritage carried cultural cachet, it also anchored the brand to a nostalgic image that no longer reflected the intensity and athleticism of the modern game. Prince needed more than a refresh. It needed a resurgence.

For decades, Prince Tennis was one of the most recognized names in the game. An innovator with deep credibility among serious players. Yet alongside its performance pedigree, the brand became closely associated with the polished, country-club aesthetic of the 80s and ’90s, an icon of preppy whites, and legacy status. While that heritage carried cultural cachet, it also anchored the brand to a nostalgic image that no longer reflected the intensity and athleticism of the modern game. Prince needed more than a refresh. It needed a resurgence.

Client

Prince Global Sports

Industry

Consumer

Services

Brand Development
Brand Design Implementation
Video Production
Photography
Packaging
UX/UI Design
Web Development
Social Strategy & Management
US Open and Wimbeldon Pop-Up experiences
POS Engagement

The
Challenge

  • Reclaim performance authority
  • Modernize the brand without losing heritage
  • Create a cohesive global identity across every touchpoint
  • Drive relevance with a new generation of competitive and casual players

The
Challenge

  • Reclaim performance authority
  • Modernize the brand without losing heritage
  • Create a cohesive global identity across every touchpoint
  • Drive relevance with a new generation of competitive and casual players

The
Strategic
Insight

A racquet isn’t equipment.
It’s an extension of the player.

EFK uncovered a powerful truth within the product architecture: every Prince racquet is engineered with a proprietary Power Level number. That number defines how the racquet plays.

We turned that feature into a badge of identity.
What’s your number?

The
Strategic
Insight

A racquet isn’t equipment.
It’s an extension of the player.

EFK uncovered a powerful truth within the product architecture: every Prince racquet is engineered with a proprietary Power Level number. That number defines how the racquet plays.

We turned that feature into a badge of identity.
What’s your number?

“I am”
campaign

“I am”
campaign

EFK repositioned Prince around performance-driven self-expression.

Not just specs.
Not just technology.
Identity.

The creative platform transformed racquet power levels into declarations of self:

  • I AM STRONG. I AM PRECISE. I AM 825.
  • I AM A CHAMPION. I AM DEDICATED. I AM 650.
  • I AM AGGRESSIVE. I AM POWERFUL. I AM 1150.

The numbers became tribal markers.
Performance became personal.
This wasn’t about gear.
It was about who you are when you step on the court.

What's your
Number

Digital experience built around Prince’s proprietary Power Level system, where players could use an interactive “Racquet Selector” tool to identify the racquet that best matched their playing style. Product education and campaign content transformed technical specifications into a personalized discovery experience. By encouraging players to share their number using #iamprince, the platform turned discovery into conversation among players around the world.

What's Your
Number

Digital experience built around Prince’s proprietary Power Level system, where players could use an interactive “Racquet Selector” tool to identify the racquet that best matched their playing style. Product education and campaign content transformed technical specifications into a personalized discovery experience. By encouraging players to share their number using #iamprince, the platform turned discovery into conversation among players around the world.

Racquet Selector

By guiding players through a series of questions about skill level, playing style, and performance preferences, the tool translated technical product data into a simple, personalized recommendation, helping every player quickly find the right frame for their game.

Racquet Selector

By guiding players through a series of questions about skill level, playing style, and performance preferences, the tool translated technical product data into a simple, personalized recommendation, helping every player quickly find the right frame for their game.

3D racquet renderings and animations

High-impact 3D renderings and animations brought Prince’s performance technologies to life, transforming complex engineering into clear, visual storytelling. Detailed motion graphics highlighted innovations like the ESP Extreme String Pattern for increased spin and EXO3 String Suspension Technology for a larger sweet spot.

3D racquet renderings and animations

High-impact 3D renderings and animations brought Prince’s performance technologies to life, transforming complex engineering into clear, visual storytelling. Detailed motion graphics highlighted innovations like the ESP Extreme String Pattern for increased spin and EXO3 String Suspension Technology for a larger sweet spot.

Packaging

“What Drives You” campaign

Single-word drivers like Passion, Precision, Triumph, and Champion, featuring the iconic Prince “P” integrated into the typography, were paired with powerful athlete portraits and product imagery. The campaign highlighted the inner force behind every player’s game while positioning Prince racquets as the tool that channels that drive into performance on the court.

“What Drives You” campaign

Single-word drivers like Passion, Precision, Triumph, and Champion, featuring the iconic Prince “P” integrated into the typography, were paired with powerful athlete portraits and product imagery. The campaign highlighted the inner force behind every player’s game while positioning Prince racquets as the tool that channels that drive into performance on the court.

Results

38% ↑

Project Pitch Starts

76.30% ↑

Website Sessions

96.25% ↑

Unique Visitors

Back to All Work 👈

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