The challenge for On Running was to cut through the commercial noise of the US Open and establish authentic credibility with New York’s passionate tennis community. The brand needed to prove it was a genuine partner, not just another sponsor vying for attention.

As the freelance strategic lead, the Go-to-Market strategy was to bypass traditional marketing entirely and instead invest directly in the community’s infrastructure. By partnering with NYC Parks to refurbish the beloved Fort Greene public tennis courts, the plan was to create a tangible act of goodwill as the core of the brand’s story—giving back first before asking for anything in return.

This grassroots approach was highly effective, engaging hundreds of local players in community tournaments and events on their newly restored home courts. The campaign established deep brand affinity and cultural relevance from the ground up, generating significant organic buzz and proving that a meaningful contribution can be more powerful than a multi-million dollar ad campaign.