Yonex 

Yone is a Japanese-owned sporting equipment company. Our partnership bridges culture and sport across multiple touchpoints surrounding the tennis category. Each project is designed to expand the brand’s presence in the U.S. while spotlighting Yonex’s craftsmanship, technology, and deep ties to the community. From retail experiments to community-driven gatherings and athlete-focused programming, we translate Yonex’s performance ethos into visuals that feel tactile, elevated, and unmistakably rooted in their heritage.

“World of Yonex” Pop-up (2024)

Yonex wanted to show up in NYC during the US Open. Yonex gear is currently only available through other retailers in the US, so it was a chance to test run sales at a brick-and-mortar. Their central Soho location allowed them to host their athletes, the NYC tennis community, friends of the brand and new adopters for 1 week.

Eventure designed and built a physical space to tell the brand’s story of heritage, craftsmanship and innovation. The centerpiece was a Zen garden where traditional Japanese elements such as a 150-year-old Japanese bonsai was juxtaposed against sculptural installations of Yonex high tech products. The pop-up featured a museum-like exhibit to showcase vintage racquets and their tech evolution. A string & grip bar offered visitors a hands-on experience to learn about Yonex products and have their racquets strung.

The experience extended to the second floor, where a dedicated area for shoe and racquet demonstrations featured a mini tennis court, offering visitors the opportunity to test the latest Yonex innovations.

Yonex considered this a massively successful activation that set the precedent for global events. All goals were surpassed.

Yonex Pop-Up Opening (2025)

To open Yonex’s Wooster St pop-up, we produced a Friends & Family launch that introduced the space to athletes, creators, tennis enthusiast and brand partners. The event underscored Yonex’s D2C debut in New York and introduced the pop-up as an immersive hub for the week of the US Open.

The layout came alive through interactive zones — a customization station led by designer Jose Camacho, a tasting program by celebrated Nikkei chef Sergio Nakayoshi, and a mini-court for product testing. Guests moved between a footwear presentation, educational racquet displays, and a screening area, while DJ Jasmine Solano shaped the energy throughout the night.

The night successfully positioned the pop-up as a cultural anchor for the upcoming tournament week and strengthened Yonex’s connection to the New York tennis scene.

Yonex Athletes E-Comm Shoot (2025)

For the launch of Yonex’s DTC e-comm platform, the brand wanted to capture their sponsored athletes in a consistent manner. We decided to use the Indian Wells competition as an opportunity to shoot all of the Yonex athletes over the course of a single weekend. We rented a house with a tennis court, and set up a studio location near the competition grounds. We cycled through sessions with 20 athletes, gathering portraiture, athlete product shots, and athlete motion capture on the court. We oversaw post production of all final assets in a short timeline including photo and video.