In 2020, social and health issues plagued the entire country. Racism reared its ugly head in some states, creating huge problems. Some might have felt that it was not the right time to discuss essential and significant changes in tennis to promote racial equality. However, United States Tennis Association (USTA) Managing Director for Marketing, Nicole Kankam, was adamant about addressing them.
Organizing the first-ever social justice campaign, 'Be Open,' Kankam conveyed the organization's support of the Black Lives Matter (BLM) movement, right at the peak of left and right social and political debates. She approached the campaign interestingly and respectfully that most were quick to get on board to tell the world that tennis is a sport of diversity and inclusion.
‘Be Open’ Manifesto
Kankam's passion was not merely performative. One activation, called 'Open Canvas', integrated sports, art, and diversity to create buzz not just around the tennis world, but also in other sports circles. The work entailed decorating the Billie Jean King National Tennis Center in Flushing Meadows, New York, with art installations created by ten diverse artists adorning the stands. Fans could then place their bids, with all proceeds from the activation going to the USTA Foundation's chosen charity institutions.
By the 4th quarter of 2021, more players had signed up for the next phase of the campaign, the Champion to Champion initiative. This part of the campaign enlisted several players to create more appeal towards diversity and inclusion via a 1-minute video manifesto in time for this year's U.S. Open.
Legends such as Billie Jean King said that the campaign means "being open and welcoming all," while the multi-titled Venus Williams encouraged everyone to "never forget what matters." Japan superstar and previous No. 1 Naomi Osaka, herself a staunch defender of equal rights, said that the point of the campaign is to "make people start talking."
The initiative also hopes to honor community-based champions all over the world who overcame life's challenges, and helped improve the lives of others. The efforts included nightly presentations of community heroes such as teachers, healthcare professionals, and other frontline workers who continue to serve during the pandemic. Kankam's vision for players to develop a 'Be Open' spirit is just the same – to create impactful programs for their communities built on openness, passion for reaching out, and creativity in their efforts.
Making things bigger in 2021
Since the start of the health crisis last year, when the stands were devoid of tennis fans cheering for their favorite players, Kankam started reimagining the empty seats replaced with beautiful imagery. Her objective to acknowledge the world's problems and the need for social justice to have a platform was clear from the start.
However, the real challenge was how to make people embrace the campaign's message, given that polarities about current social issues were everywhere. Fortunately, it was well-received, which prompted Kankam to make it an even bigger endeavor with a vision to create a bigger impact in 2021. From themes of racial discrimination, inequality in the LGBTQ+ communities, and the plight of the homeless, the activation managed to reach an estimated 70,000 tennis fans.
‘Open Canvas’ artists
For the selection of the artists, Kankam looked at an array of perspectives and backgrounds in the hopes of creating large canvases with colorful and attention-grabbing designs.
Among the chosen artists for the 'Open Canvas' activation include:
"Together" by Islena Mil, anchored on the sport to convey the challenges of unrepresented social groups and how people can share a greater purpose
"Moving Mountains" by Niege Borges, an ode to the resilience of women of color in the modern world
Steve Paul Judd's "All My Relations", a representation of the many cultures and diversity that Native American communities have brought to the world
"Have You Met Every Layer Of Yourself" by Chella Man, an oil and acrylic masterpiece that captures one's reconciliation of his/her/them's many selves into one's mind and body
"A Child's Heart" by Demont Pinder, a piece that encourages parents to talk to their children about homelessness and teach them well
"Teachers" by Edward Ubiera, a tribute to all teachers who continuously work despite the risks brought about by the pandemic
"Make The World Whole Again" by Jamaal Lamaaj, a sustainable development piece that urges today's generations to restore the Earth's bountiful nature for future generations to cherish and protect
"Levitation Room" by Sheryo, a representation of inclusion, a welcoming spirit, and friendliness towards all
"Cool. Calm. Collected" by Stormy Nesbit, a digital piece that represents the poise and grace of every Black woman
"A Whole World Of Magic" by Wednesday Holmes, an ode to how LGBTQ+ communities can escape into a whimsical world of joy and happiness via their dreams
Bringing the voices of diversity into the spotlight during the 2021 U.S. Open also saw these artworks displayed at the Arthur Ashe Stadium in an effort to start a conversation about the initiative's many messages.
More activations
Discussions about the campaign didn't stop there as Kankam partnered with creative agency The Many to present the 'Let's Tennis' video and site. As an invitation of sorts for more people to take up the sport of tennis, 'Let's Tennis' is also anchored on the 'Be Open' message that the game shouldn't be labeled an elitist, white man’s sport.
Other activities related to the 'Be Open' campaign during this year's U.S. Open also included 'The Original 9' ceremonies honoring the best female tennis players who redefined the sport through the years. Honorees included King, Rosemary Casals, Nancy Richey, Julie Heldman, Judy Dalton, Kerry Melville, Valerie Ziegenfuss, Kristy Pigeon, and Peaches Bartkowicz.
Legends King and Martina Navratilova, along with others who continue promoting LGBTQ+ communities and progressive views on gender identities, also gave a Pride tribute. Lastly, the 'HBCU Live' segment honored the role of historically Black educational institutions in the country's history.
Under Kankam's leadership, the USTA marketing teams remain committed to its 'Be Open' efforts, regardless of any criticisms some may throw their way. According to her, it's just a matter of 'continuing the trend, because fans are coming to expect that.'
Being an expert in fan engagement and brand strategy, Kankam knows the campaign's potential. It’s clear that speaking up regarding today's most pressing social issues is not the USTA's job alone, but everyone else's as well. It's just a matter of empowering more people to speak out and be more confident. And Kankam certainly is on the right track.
Learn more about the USTA's ongoing 'Be Open' campaigns here.
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