Retail / news
Tennis-Themed Pop-Ups Bring U.S. Open Energy Across New York City
As U.S. Open ticket prices reach record highs, Evian, Sephora and Lavazza are opening tennis-themed pop-ups across New York City so fans can join the action without heading to Queens.
This year's U.S. Open is shaping up to be one of the biggest in recent history, with record-setting prize money and the debut of Moët Serve, a new cocktail designed to rival the viral Grey Goose Honey Deuce. Resale ticket prices running into the hundreds of dollars have priced out many fans, but brands are stepping in to bring the tournament experience closer to them.
The U.S. Open kicked off August 23 with qualifying matches and runs through September 13, giving marketers an extended window for activations. Instead of limiting their presence to the tournament grounds in Queens, several brands have set up public pop-ups around New York City.
Evian, an official U.S. Open partner, celebrated its 200-year anniversary on August 27 with the "200 Years Young Celebration" at the Dumbo Archway in Brooklyn. The event featured an interactive installation, live entertainment, French-inspired dishes and Evian carts for guests.
Sephora, named the U.S. Open's first-ever official Beauty Retail Partner, is hosting a series of pop-ups in the coming weeks. Lavazza is also among the brands staging tennis-themed experiences around the city during the tournament.