Tennis has evolved. It’s faster. Stronger. Wider. Longer. It’s more demanding now than ever before – physically, mentally, and strategically. The personalities are bigger. Records are established, and then quickly superceded.

‘Shape the Game’ is adidas’ answer to the evolution of Tennis. But the real strength of the idea is that it isn’t just a statement – it’s an invitation. You can shape the game. You can become the next Djokovic, the next Ivanovic.

We were briefed to create a basic product-focussed website, but what we presented instead was a cross-media platform for 2009 and beyond.

Unfortunately budget limitations meant that asset creation was all but impossible and that my involvement could not extend past the strategy stage. As a result all we could deliver was a basic, product-focussed website. But the future bodes well…