US Open Marketing Campaign to Feature Social Media Star Cookiee Kawaii
June 5, 2023
The USTA announced that its 2023 US Open marketing campaign, “Spectacular Awaits,” will feature the music and voice of multi-platform artist and social media star Cookiee Kawaii, as the US Open markets a new generation of talent to a new generation of fans and players through a social-first lens.
The campaign debuted on national television on June 3, with tickets to the US Open going on sale to the general public on Monday, June 5, via Ticketmaster and USOpen.org.
The concept for the campaign was developed in collaboration with the USTA’s creative agency, Dentsu Creative, with an eye toward connecting younger populations of fans to the US Open as a wave of new tennis stars comes into the spotlight. The New Jersey-native Kawaii narrates the debut television spot, which is set to her hit song, “Violin,” and will further collaborate with the US Open throughout the summer on additional social media activations targeted toward supporting ticket sales.
The campaign also comes at a time when tennis participation in America is surging, led by significant growth among diverse populations. The Physical Activity Council Study on Sports and Physical Activity revealed earlier this year that People of Color now represent 38 percent of the U.S. tennis player population, up from 32.5 percent in 2019. Overall, 4.2 million players aged 6-plus tried tennis for the first time in 2022, with beginners accounting for 18 percent of the total playing public.
“We wanted to embody the young and vibrant new energy of the US Open,” said Nicole Kankam, Managing Director, Pro Tennis Marketing and Entertainment, USTA. “Cookiee is a unique talent with a distinctive voice that we think can further connect with new fans as the future of tennis shines bright under the spotlight of the US Open.”
Kawaii, born Vanice Palmer in Irvington, N.J., rose to fame when her hit song “Vibe” went viral on TikTok in 2020, after which she signed to Empire and released her debut studio album, Vanice, in 2021. “Vibe” has since amassed more than 100 million streams, and “Violin,” a hit on the Billboard Dance charts, has been streamed more than 40 million times.
A full roster of US Open events will be released in the near future. The tournament will be held at the USTA Billie Jean King National Tennis Center from Monday, August 28, through Sunday, September 10, with Fan Week beginning on Tuesday, August 22. Tickets can be purchased by visiting USOpen.org and Ticketmaster.