MINORITY TO MAJOR PLAYER
MINORITY TO MAJOR PLAYER
What would it look like if padel, a minority racket sport, was launched in the UK?
School Project, Ravensbourne University, 2021.
Challenge
Launch Padel, a minority pretty much unknown racket sport, in the UK. Padel is a combination of tennis and squash and is very popular in Europe.
Team: Emma Herré & Gustav Zachrisson. Role: Strategy - Design - Creative Direction
Insight
Padel is a democratic and inclusive racket sport that leverages the strengths of all players no matter their level of skills. Yet, assembling enough players to play can be a challenge.
Solution
We created 'Doubles', an app that functions like a dating app, but for sports. Specifically, it matches padel players based on their strengths and weaknesses with another pair of matched players.
Creative Direction
Inspired by old contact ads, we used dating language to frame padel as a quirky and fun sport that encourages finding the perfect partner - just like in doubles. Our campaign features unconventional athletes and showcases the democratic nature of the sport through striking photography.
