Solinco on Social
Where gear, tennis players, and community connect
Role : Art Direction & Design Lead on the Social Content
Scope : Social strategy, content planning, custom templates and systems for spotlights, product drops, and memes, creator assets, and short-form video concepts
The Opportunity
The game moved to social.
Now what? Rip backspin into the algorithm and grow the brand!
The Insight
Sports news posts, visually elevated products, UGC, and memes consistently perform. Legacy tennis brands mostly focus on top 10 players and polished ads. Solinco sponsors thousands of players worldwide.
Meanwhile, YouTubers and TikTokers—many who grew up on Solinco—are pulling millions of views with no brand involvement.
The Solution
We backed the creators who believed in Solinco. Built a social system that connects people, performance, and play—mixing memes, UGC, product drops, and pro tips to grow the brand.
I led the creative direction and partnered with our media team to launch always-on formats across Instagram and YouTube: player spotlights, campaign styles, challenge formats, and more.
Beyond our pros—including the world’s greatest doubles team, the Bryan Bros, and rising singles star Jenson Brooksby—we worked with creators shaping tennis culture through a mix of direct partnerships and long-term, product-first relationships.
Winston Du & The Challenge Court, where college and junior players battle it out on YouTube. The Wallosopher, a TikTok voice known for deadpan wit and high-level drills. And Stefan Bojic, a world-renowned trick shot artist and cultural bridge between tennis and art. All pulling in millions of views each month.
Alongside them, we collaborate with a wide network of players, coaches, and creators who align with Solinco’s performance-first mindset. And we stay connected to trusted gear reviewers, offering early access without sponsorship to preserve honesty and trust.
The Results
Solinco is now one of the most talked-about tennis brands on YouTube and Instagram. Product drops are backed by creator integrations, short-form content, and authentic storytelling—driving millions of impressions each month across influencers and platforms. Launch sales continue to break records and ripple across the industry.
News Posts
We double downed on Solinco news—covering pro wins, gear tips, and updates. I helped develop the format to be faster, more visual, and built to keep the community in the loop.
Memes
Memes gave Solinco a quick way to tap tennis culture—mixing humor with trends to make gear feel approachable. An April Fool’s post even sparked real demand, leading to an actual launch. On average, memes pull in 5x the likes for Solinco.
