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WIMBLEDON 2026
WIMBLEDON x SERENA
NIKE TENNIS WAS BACK.
AND WE HIT DIFFERENT.
Summer 2026 marked our bold return to Tennis with a renewed voice, renewed confidence and a fresh attitude—reclaiming our place at the heart of Tennis culture.
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HIT DIFFERENT became our new creative mindset, blending performance, style and self-expression to take the game beyond the court and into culture. It gave us a clear, distinctive point of view that showed up consistently across every consumer touchpoint.
Serena Williams' return to London became the defining moment of our Wimbledon strategy. We rallied around one of the biggest moments in sport, using her comeback to create excitement, drive cultural conversation and deliver impactful retail experiences across our two key Women's Nike doors. Additionally we had our Wimbledon Tennis Assortment available in four other NSO doors. (Nike Oxford Circus, Nike West London, Battersea & Kings Cross).
This came to life through a connected marketplace approach bringing together product, storytelling, athlete integration and elevated retail experiences to create one powerful consumer journey.
Together, these moments reignited excitement around Nike Tennis, strengthened our cultural relevance and proved that our return wasn't just about showing up—it was about making an impact.
+48%
Revenue increase vs LY
on total UK Tennis fleet
250k+
Social Reach
+25%
Increase in traffic vs LM
at Nike Women Doors
RETAIL MARKET PLACE
2 DOORS
Window
Programming
Strawberries
and Screen
Community
GWP
Window was updated to showcase Serena’s Wimbledon reveal outfit ( 3rd July)
3 weeks of services for HER; Bra fitting, stylist, She Can Serve (review your Tennis swing)
Wimbledon match
screening in
Chelsea
Tennis community event with Net socials. Event spaces
filled within 24 hours.
Intimate, authentic and inspiring
Seen as unique, premium and exciting and elevated consumer experience
Sales
$19.3k
Total NET
+27% vs LM
+25%
Traffic increase at Nike
Women Stores vs LM
100%
Sales Conversion
on Bra Fitting
17%
Tennis Store SOB
growth vs LM
Localised OOH
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83x
Sites with close proximity to Kings Road and Selfridges Nike Women stores
SOCIAL AMPLIFICATION
Community Partners
Nike London
She Can Serve
Net Socials
Tennis Girl (160k views)
Felicia Brown (8.9k views)
In Kings Road
250k+
Total Reach
"I love Serena and how you're promoting her"
"This is exactly what I'm looking for from Tennis"
WINS
Create Connection
Bold storytelling, leading the iconic Serena Williams, and targeted Tennis collection created strong consumer connection, proving the power of culturally relevant, athlete-led campaigns delivered through a digital-first ecosystem.
Elevate the Experience
Premium visual merchandising, impactful services, and community experiences drove energy, engagement, and conversion—turning the stores into true tennis destinations.
Fuel Growth
Tennis emerged as a significant growth opportunity, with strong
sell-through validating demand. Scaling product especially footwear, experiences, and seasonal activations will accelerate momentum and unlock future growth.
KEEP IT TIGHT 2026 - NIKERUNDOWN.COM
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