Miami Open

THE CHALLENGE The Miami Open needed a lifestyle collection that aligned with the tournament’s voice: “Where tennis comes to play.” The objective was to capture the event’s vibrant, playful tone while celebrating the multicultural energy of its fans. OUR APPROACH The creative for the apparel embodied Miami’s personality through bold, colorful graphics and playful compositions. Several designs paid homage to Miami’s cultural history, including subtle nods to the city’s music influence. To bring the collection to life, we created a photoshoot on campus at the tennis courts, leaning into a bright and playful aesthetic that matched the tournament’s vibe. A teaser video was also released ahead of the launch to build anticipation. CREATIVE EXECUTION Beyond the apparel itself, we partnered with Lacoste to produce the first-ever fashion show in tournament history. The event featured dancers and the Miami Dolphins cheer team as both models and performers, blending sport, style, and entertainment into a cultural moment that set the tone for the tournament’s opening. THE RESULT The Miami Open lifestyle collection reinforced the tournament’s identity as the most colorful and expressive stop on the tennis circuit. By merging fashion, culture, and performance, the collection helped position the Miami Open as a global tennis event with a uniquely Miami twist.