Brand Activation
Play Henry
LIVE
CLIENT
Play Henry is a pickleball apparel and paddle business that was founded by UVA Alumni
Ellie Jamison and Grace Collins. Desiring something sleek and functional, they decided to create their own line of paddles and a "court-to-cocktail" clothing line.
This case study presents the process of researching and developing an event that builds brand recognition for a young brand
in an established market.
Team -
UX Designer - Alexandra Abbott
Art Director - Athena Michaels
Copywriter - Taylor Bendus
UI Designer - Michelle Chiu
The Ask
How might Play Henry build brand recognition in the pickleball community and stand out from competitors?
Competitors:
Play Henry's competitors are high-end athletic fashion companies with loyal fan bases that make up most of the exclusive market.
While these brands have high brand loyalty, they are relying on word-of-mouth and digital marketing to gain new customers.
We wanted to help Play Henry stand out.
Solution
Bring Play Henry to the courts and position them as a philanthropic brand.
After researching the pickleball community and its values, we found that the highest-trafficked tournaments are those that raise money for charities. We compiled a list of fundraising tournaments throughout Virginia where Play
Henry could show up as philanthropic and reach new customers.
At these tournaments, Play Henry will have a tent set up to grow brand awareness and allow players to shop from their collections in person.
Every paddle brand is different, so Play Henry will also have a court reserved where players can warm up and test out Play Henry's paddles. Often times players buy their paddles blindly online or have to use a friend's to see what style they play best with. Play Henry will stand out by bringing the new paddles to the players.
