Celebrating 75 Years of Breaking Barriers at the 2025 US Open

ABOUT THIS ENTRY

The 2025 US Open launched “Celebrating 75 Years of Breaking Barriers,” a cross-platform campaign honoring the historic moment Althea Gibson broke the color barrier in tennis at the US Open. The campaign celebrated Gibson’s legacy, educated fans about her impact, and reinforced the US Open’s commitment to inclusion and access.

The theme was brought to life through a wide range of fan experiences, including on-site signage and installations, special ceremonies, partner activations, social media storytelling, editorial content, and global broadcast integrations. Highlights included a limited-edition comic created with Marvel, themed merchandise, a collaborative fan activation with Cadillac, and the first ever in-stadium anamorphic video displays.

Fans engaged with the campaign both on-site and worldwide through digital content, broadcast features, and shareable experiences. By blending history, storytelling, and immersive fan touchpoints, the initiative honored Gibson’s trailblazing legacy while reinforcing the US Open’s mission to advance diversity and opportunity in tennis.

How does this represent "Excellence in Engagement"?

The 2025 US Open campaign set a new benchmark for fan engagement by seamlessly blending sport, culture, and purpose into a fully integrated fan experience. “Celebrating 75 Years of Breaking Barriers” transformed the tournament into a platform for storytelling by inviting fans to learn about the legacy of Althea Gibson while actively participating in the celebration of her impact and the USTA’s continued work to push tennis forward today. 

Rather than relying on a single touchpoint, the USTA built a multi-platform engagement ecosystem with bespoke theme art that served as the connective tissue for the campaign - from social media and editorial storytelling to merchandise, partner activations, large-scale on-site installations, and immersive in-stadium content. Fans didn’t just see the campaign; they experienced it in the lead-up to the tournament and the US Open itself.

The campaign also pushed the boundaries of in-venue engagement, introducing innovative elements such as anamorphic LED video displays and culturally driven entertainment that blended sports with art and history.

By proving that purpose-driven storytelling can generate massive fan participation and global reach, the campaign establishes a new model for the industry, demonstrating that modern sports marketing succeeds when it connects athletic competition, cultural impact, and authentic narratives.

Objective

This year’s theme celebrated one of tennis’ greatest barrier breakers, Althea Gibson, who paved the way for countless players of the game who previously had no clear path into the sport. The campaign not only honored Gibson’s extraordinary career and influence, but also educated fans about her legacy and highlighted how far tennis has progressed in the 75 years since her historic debut.

Beyond honoring Gibson’s impact, the campaign also celebrated the US Open’s longstanding role as a catalyst for progress in sport. The tournament has consistently been at the forefront of change, including its leadership on equality in tennis. Building on recent milestones - such as the 50th anniversary of equal prize money celebrated in 2023 - the “75 Years of Breaking Barriers” theme reinforced the US Open’s commitment to cultural innovation. By spotlighting Gibson’s story, the campaign advanced the conversation around diversity in tennis while reaffirming the USTA’s mission to make the sport more inclusive and accessible for all.

To bring the theme and these elements to life, the USTA relied on video storytelling, immersive grounds activities, special events such as HBCU Live, dynamic social media content, and educational materials distributed throughout the tournament.

Strategy & Execution

The four-month campaign met modern sports fans where they are - blending storytelling, art, culture, and live experiences across digital, broadcast, and on-site environments to create immersive moments and connect fans to Gibson’s legacy in real time.

Theme art designed in collaboration with Melissa Koby, the tournament’s first Black theme artist, anchored the campaign. Constructed from layered paper to introduce depth, texture, and dimension, the artwork incorporated iconic elements of the US Open - a tennis court and racquet, the men’s and women’s trophies, Arthur Ashe Stadium, and the Statue of Liberty. The piece debuted with a press release and spots on prominent national morning shows before it became a visual centerpiece, appearing across social media, merchandise, marketing materials, signage, and along the Blue Carpet.

To further amplify the theme, the US Open integrated Gibson’s story throughout the tournament experience. A few examples include members of the Althea Gibson Foundation participating in ceremonial coin tosses, the marching band from Florida A&M University (Gibson’s alma mater) performing, and Althea’s story powering the tournament’s first-ever in-stadium anamorphic LED displays. Two video tributes - one from current players of color and another featuring voiceover from Venus Williams - were also played on-site and broadcast globally.

Organizations

• US Tennis Association

Featured

• Althea Gibson 

Credits

Nicole Kankam
Managing Director, Pro Tennis Marketing & Entertainment
USTA

Carrie Ehorn
Director, Pro Tennis Marketing
USTA and US Open

Nicole Munroe
Director, Pro Tennis Marketing & Content
USTA

Namrita Singh
Senior Coordinator, US Open Marketing
USTA

Grace Schwartzstein
Marketing Manager, Pro Tennis Marketing
USTA

Kristom Parson
Manager, Onsite Branding
USTA

Andrew Hickcox
Senior Director, Creative Services
USTA

Andrea DeMarco
Senior Designer, Creative Services
USTA

Dave Dellinger
Manager, Creative Services
USTA

Matt Guerra
Senior Director, Video Services
USTA

Andrew Kaplan
Director, Video Services
USTA

Lisa Cradit
Managing Director, Head of Comms. & Content
USTA

Brendan McIntyre
Managing Director, Head of Pro and USA Tennis Comms and Content
USTA

Pat Mitsch
Director, Pro Tennis & Partnership Comms.
USTA

Jonathan Zipper
Senior Director, Social Media
USTA and US Open

Alyssa Simonin
Senior Manager, Social Media Content
USTA and US Open

Andrew Robinson
Manager, Social Media Content
USTA

Mark Preston
Senior Director, Editor-In-Chief
USTA

Haley Fuller
Corporate Communications, Content Editor
USTA

Macy Alcido
Content Editor
USTA

Marisa Grimes
Chief Diversity & Inclusion Officer
USTA

Janet Hanasik
Director, Employer Branding and Engagement
USTA