35 creative tennis print ads from six decades

Before digital took over, the print was the de facto advertising medium along with television. Today, as we see, print is slowly fading away as a mainstream channel. But even a decade back, no advertising campaign could be considered without print. Newspaper and magazine advertising peaked before the 2008 financial crisis and has continued to plummet since then.

Like any other sector, sports as a category too relied on newspapers and magazines to reach a young audience and build trust and credibility. Here are some memorable tennis advertisements that adorned the best of magazines and newspapers.


1. Sports Authority, Inc. was an American sports retailer. The company closed operations in 2016. 

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2. Rolex for Wimbledon. A classic advert for a classic tournament.

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3. Press ad for Wimbledon magazine

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4. Roger Federer in Nike ad 

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5. Martina Navratilova for Yonex


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6. HSBC Grass as medium promotion in Wimbledon. More on HSBC using Wimbledon using Grass As Its Medium.

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7. BBC Sport in this advert is promoting its coverage of Wimbledon tennis tournament featuring past and present tennis stars like Billie-Jean King, Bjorn Borg, John McEnroe, Martina Navratilova and current champion, Roger Federer and more.

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8. Pete Sampras for Movado wrist watch

Pete Sampras one of greatest tennis players  promoting Movado

9. Rod Laver for Esquire sock

1973 Rod Laver Tennis Esquire Sock Magazine Ad

10. KitKat ad is celebrating epic Wimbledon

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11. Nike ad featuring tennis star Maria Sharapova. Nike in its women focused website www.nike.com/nikewomen is asking What does your workout add up to?  The print ad series was run on magazines like in Cosmopolitan, Fitness, Allure, Lucky, , InStyle, Glamour, Marie Claire and Shape.

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12. Italian Tennis Tournament

Ad 1

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Ad 2

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Ad 3

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Ad 4

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13. Jimmy Connors promoting men’s line. Not sure about the product

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14.Rolex ad featuring Ana Ivanovic

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15. Ana Ivanovic in Yonex ad

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16. Beijing Sports Radio 

Beijing Sports Radio is a radio station broadcasts at 102.5 FM in Beijing, China.

 

17. Chris Evert in Polo Club Boca Raton 1988 ad

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18. Anna Kournikova featured in K-Swiss ad

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19. Lacoste futuristic tennis advertisement looks at how the game will be played in 2083. The ad spot was released to celebrate the brand’s 75th anniversary.

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20. Novak Djokovic fronts Lacoste campaign

French brand  Lacoste signs Tennis player Novak Djokovic

21. Rogere Federer in Wilson K Factor ad for US Open

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Serena Williams in Wilson K Factor ad for US Open

22. Andre Agassi for Nike

Air Ace showing the famous denim tennis shorts. Promising young American star, Andre Agassi, signed with Nike in 1986.


Andre Agassi, signed with Nike in 1986
Air Play shoe with a spectacular angle. You can imagine someone jumping with both feet in the air. Air is coming to tennis shoes and it is a revolutionary innovation from Nike at that time.

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23. Roger Federer featured in NetJets advertisement

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Roger Federer featured in Rolex advertisement

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24. Another Roger Federer advertising for Nescafe Gold. For Nescafe this is a shift from silver screen hero to real life sports hero. The brand has roped in the tennis superstar by replacing George Clooney. Source

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25. Maria Sharapova is the new face of Cole Haan. The campaign is called “The Inspired Life”

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26. French Open advertisement

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27. Rafael Nadal endorsing luxury watch brand Richard Mille

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With identical hairstyle and attire, Rafael Nadal appeared for Lanvin fragrance 

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28. Fernando Verdasco ads for Calvin Klein. This guy is much like Maria Sharapova. He has not achieved the greatest of heights in tennis but has been able to establish himself as the pin up boy of the sport.

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29. Chris Evert For Lipton Iced Tea Mix

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30. When young Steffi first appeared for Adidas in 1985 

Young Steffi appears for Adidas

31. John McEnroe promoted Bic Shaver
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32. Björn Borg promotes sunscreen lotion 

bjorn borg swedish tennis icon appears for sunscreen lotion ad

33. Billie Jean King won’t use anything Colgate, she announced in the ’70s. She appears oddly with a guitar instead of a tennis racquet.

34. Ivan Lendl featuring in Swatch and Ray Ban ads

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35. Aqualung makes scuba diving and snorkeling equipment for ocean lovers.

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Roger-Federer-Nike-Ad

 

1 thought on “35 creative tennis print ads from six decades”

  1. There was a really good tennis tv commercial a few years back. If I’m not mistaken it was for a sports related company. Birdseye/overhead shot of a woman serving, tight shot/close up, white dress, green court/service line. She tosses the ball, ball comes up, shot goes slo-mo, narration, then speeds up again; she makes contact with the ball, end of narration/ad.

    Not only was the ad effective–still pictured in my mind, nearly remember both distinct voice narration and visuals–the serve from toss to contact was a picture perfect service motion technique beginning to end. Even the tight look on her face as she made impact with the ball. Considering storyboard, composition, narration and execution–seen none better. It made its point…at impact. A visual delight–plus a good look at proper toss, racket preparation, swing, contact, body positions–toss, follow through…with “make contact/point” style narration. Loved it.

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