BIANCA BOSATRA
BIANCA BOSATRA
Y-3 TENNIS COLLECTION
Collection Launch
ROLE: Senior Marketing Manager | Content & Activations
CLIENT: Y-3 (adidas x Yohji Yamamoto)
LAUNCH DATE: August 2025
PROJECT OVERVIEW
Y-3 launched its first-ever tennis collection with an 18-piece Fall/Winter 2025 capsule designed for the US Open, featuring five adidas tennis athletes.
Highsnobiety was selected as the exclusive retail partner in Germany, with our Berlin flagship store serving as the primary activation space. The project combined in-store experiential retail, simultaneous online launch, exclusive press announcement, and athlete content creation across two flagship openings.
THE COLLECTION
CAMPAIGN STRATEGY & EXECUTION
Multi-Channel Exclusivity
Rather than treating retail, e-commerce, and editorial as separate channels, we created a synchronized launch moment. Highsnobiety became the exclusive retail partner in Germany while simultaneously securing the press exclusive for the collection announcement and the e-commerce launch. This created a unified brand story across all touchpoints, maximizing impact.
Experiential Retail Activation
We transformed the Berlin flagship store into an immersive tennis environment. A tennis court installation allowed customers to try the collection in practice, not just browse. We produced branded tennis balls, rackets, water bottles, and score tables, creating an authentic on-court experience.
360-Degree Content Strategy
Leveraging Y-3's US flagship opening in New York during the same period, we deployed our team to conduct athlete interviews at the NYC event. This gave us direct access to tennis stars wearing the collection at the US Open, generating first-person content that elevated our press coverage and social amplification beyond standard product photography.
Strategic Timing
The August 15 launch preceded the US Open (late August 2025), creating momentum as athletes began wearing Y-3 on court at the tournament. This timing turned the Grand Slam into an extended billboard for the collection while driving immediate commercial opportunity through our exclusive retail and online channels.
KEY RESULTS
Secured exclusive German retail partnership for Y-3's first tennis collection debut;
Synchronized launch across in-store, e-commerce, and editorial created unified market moment;
Tennis court activation positioned Highsnobiety flagship as experiential destination, not just multi-brand retail;
Athlete content from NYC event amplified press coverage and social engagement beyond standard product launch;
Collection gained visibility at US Open 2025 with athletes including Jessica Pegula (finalist), Felix Auger-Aliassime, Stefanos Tsitsipas, Alexander Zverev wearing Y-3 on court.
