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Just what does it take to become a top female tennis player?
That’s the core question at the heart of ‘It Takes,’ the first global marketing campaign of the Women’s Tennis Association (WTA) since 2015.
Based on an idea by boutique brand experience agency Stevie & Fern in St Petersburg, Florida, the WTA asked more than 140 players, ranging from those in the lower ranks to rising talent and established stars, including US Open and Australian Open champion Naomi Osaka of Japan, about the main driving forces that helped to turn them into the elite athletes and women that they are today.
“We worked very closely with players and tournaments, because ‘It Takes’ is about their own identity,” WTA president Micky Lawler said in an interview.
“No two players are the same. What drives them? What does it take for them? There will be common factors, of course, but it is a very individually-tailored campaign.”
More here : https://www.forbes.com/sites/daniel...campaign-in-four-years-it-takes/#33dca7627881

That’s the core question at the heart of ‘It Takes,’ the first global marketing campaign of the Women’s Tennis Association (WTA) since 2015.
Based on an idea by boutique brand experience agency Stevie & Fern in St Petersburg, Florida, the WTA asked more than 140 players, ranging from those in the lower ranks to rising talent and established stars, including US Open and Australian Open champion Naomi Osaka of Japan, about the main driving forces that helped to turn them into the elite athletes and women that they are today.
“We worked very closely with players and tournaments, because ‘It Takes’ is about their own identity,” WTA president Micky Lawler said in an interview.
“No two players are the same. What drives them? What does it take for them? There will be common factors, of course, but it is a very individually-tailored campaign.”
More here : https://www.forbes.com/sites/daniel...campaign-in-four-years-it-takes/#33dca7627881