UNLTD: A wall-to-wall revamp

The background

Sports is never just about sports. It’s about hard work, pushing limits, and never giving up. It’s Michael Jordan getting rejected from the Varsity team as a sophomore and growing up to become the greatest basketball player of all time. It’s the Red Sox working for 86 years to reverse the Curse of the Bambino, and Alex Morgan scoring in the 123rd minute against Canada to take the US Women’s team on to the World Cup finals. 

Sports is about people. It’s about developing human potential, and it starts young. 

Enter: UNLTD Tennis Academy. 

The challenge 

UNTLD’s mission isn’t exclusive to tennis. They’re in the business of helping people be better. Better tennis players. Better athletes. Better humans. They teach the game of life, as well as the game of tennis. 

As UNTLD expanded their efforts to help youth athletes tap into their unlimited potential, it was crucial that our efforts expand as well.  An entire brand refresh was in order. 

The approach 

In addition to top flight indoor and outdoor tennis facilities, UNLTD evolved their campus to include basketball and CrossFit training areas, as well as dedicated study spaces for students. To highlight this brand expansion, we turned up the dials on content creation, developing everything from a speaker series and social messaging to apparel. We took advantage of the headquarters’ 20,000 square feet to physically bring the refresh to life with bold graphic installations. We adorned UNLTD’s walls with inspired design, bringing spaces to life with big, bold design and athletes, who themselves have been unlimited in their respective sports, took the stage in larger than life fashion. Inspirational quotes were installed to inspire athletes all the way from training to competition. 

The takeaway 

The limit does not exist.