On 

On Thanks For Playing (2025)

The US Open is more than a tennis event; it’s a global cultural stage. With On’s athlete Ben Shelton coming off a standout majors run and solidifying his rising stardom, the On Thanks For Playing activation capitalized on that momentum to create a moment worth talking about.

We surprised the local community with branded, value-driven experiences and gave them the chance to meet Ben. We drove buzz for On among younger, culture-conscious audiences while positioning Ben as a true icon in the sport.

The main On Thanks For Playing activation featuring Ben unfolded on a single iconic tennis court in Manhattan, offering a hyper-local experience that directly engaged not just the tennis community, but the broader cultural community in New York.

In the days leading up to the main event, a custom mobile pro shop popped up at key public courts across NYC. High-traffic, early-morning spots where players line up as early as 6AM to reserve court time. On’s goal was to meet this dedicated community where they are, adding value to their routine with coffee, juice, and gear from On and Yonex. The value-first approach built trust and energy through authenticity, not spectacle, laying the groundwork and generating word-of-mouth buzz ahead of the hero moment with Ben.

On Thanks For Playing (2023)

Instead of showing up courtside at the US Open, On chose to show up for New York’s tennis community. We partnered with the Fort Greene Tennis Association to refurbish their neighborhood courts and invited youth nonprofit programs, local players, and park regulars for a day built around access and play. Guests experienced exhibition matches and meet-and-greets with On athletes — including Roger Federer — along with challenges like returning the fastest serve on tour. The activation culminated in an after-hours celebration at Public Records, creating a moment that felt both grassroots and electric while solidifying On’s commitment to everyday players across the city.