Tennis Court Transforms Promenade into Sports Arena
Wilson Sporting Goods needed an enticing activation for their first-ever West Coast retail store grand opening on Santa Monica's bustling Third Street Promenade. The challenge was creating a storefront activation that embodied Wilson's fidelity to sport and play while being compelling enough to attract passersby and remaining achievable within city zoning and safety guidelines. The activation needed to transform the chaotic promenade into a memorable sports destination that would drive foot traffic and sales.
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We developed weekend programming centered around a custom-built pop-up tennis court placed directly in front of Wilson's store. With bold, beachy colors and eye-catching design elements, the court provided a venue for real play while attracting crowds. Partnering with LA Fabricators, we assembled the fully-functional court in under 8 hours, facilitated tennis lessons and exhibitions, hosted a vibrant cocktail party, and collaborated with Venice Basketball League for a surprise dunk contest finale.
The activation garnered Wilson a KTLA-5 feature and doubled VIP party attendance expectations with over 300 guests. The store broke Wilson's retail opening weekend sales record and achieved the largest number of sales within the first three days of any Wilson location, surpassing established NYC and Chicago stores. Increased foot traffic, social media buzz, and activation excitement demonstrated how experiential retail can drive measurable business results while authentically celebrating brand heritage.
