Building on the momentum of its brand development and successful launch campaign, USTA Coaching set out to create a magnetic, interactive activation at tennis’s largest and most visible event: the 2026 US Open. The ambition was to celebrate and reward existing members while inspiring coaches of all kinds to discover and become part of the USTA Coaching community.

At the US Open, USTA Coaching transformed an ordinary stadium passageway into a bold, immersive celebration of the people who move tennis forward. An enveloping curved court, a larger-than-life tennis ball, and vibrant tournament graphics created an unmistakable beacon for the brand. Oversized elements appeared to press into and playfully disrupt the surrounding architecture, inviting fans and coaches to step out of the flow of the tournament and into the experience.

The activation extended the brand identity into a dimensional environment designed around discovery and participation. Visitors could check in, spin to win, collect exclusive giveaways, capture shareable content, and learn more about becoming a USTA Coaching member. Each interaction made the organization feel energetic, accessible, and true to the spirit of the game—while creating meaningful value for both current and prospective members.

At the heart of the experience was one of the most recognizable tools in every tennis coach’s repertoire: the ball hopper. Reimagined as a playful interactive centerpiece and filled with hundreds of bright tennis balls, it immediately signaled that this was a space created specifically for coaches. Together, these familiar details and unexpected moments turned the booth into a vivid expression of the USTA Coaching community, bringing the rallying cry “Serve Your Passion” to life both on and beyond the court.