Challenge

During the US Open, New York City is consumed by tennis fever, making it nearly impossible to book a court in any of the five boroughs. American Express wanted to create a unique and relevant brand activation that would solve a real problem for fans, create an unforgettable experience connected to the tournament, and demonstrate the brand's deep understanding of its Card Members' passions.

Solution

To address the city-wide court shortage, Momentum Worldwide conceived and built the "Amex Courts"—the world's first pop-up tennis club located right on the water. This ambitious activation transformed a pier into a vibrant tennis oasis, offering a premium experience in a city where space is the ultimate luxury. The pop-up club featured:

• Six Brand New, Regulation Tennis Courts: Offering fans a once-in-a-lifetime opportunity to play with stunning city backdrops.

• A Complete Fan Hub: Beyond the courts, the experience included table tennis, popular local food trucks, and exclusive American Express merchandise and swag.

• Surprise Athlete Appearances: The unique and exciting venue became a surprise hit with US Open stars. Top players, including Coco Gauff, dropped by to hit a few balls, generating incredible organic buzz and media attention.

Results

By providing a creative and ambitious solution to a genuine fan pain point, American Express created one of the most talked-about activations of the US Open. The Amex Courts were a massive success, attracting thousands of fans, garnering significant media coverage, and reinforcing the brand's commitment to providing unparalleled access and experiences. The campaign proved that the most effective marketing is not about what a brand says, but what it does for its customers.