Turning courtside passion
into shelf-edge sales
Dunlop's position as Official Ball of the Australian Open gives the brand a guaranteed moment of national attention each year. I was responsible for turning that fortnight into retail performance that lasted well beyond the final — leading the art direction and retail rollout across outdoor and transit, retail window takeovers at Rebel Sport, in-store POS, official ball packaging and a season of print and pattern work, so every touchpoint read as one connected partnership campaign rather than a collection of separate executions.
"A campaign that only works on a billboard isn't shopper marketing. It has to survive the trip from the ad to the aisle."
Dunlop's Australian Open partnership delivered a guaranteed two weeks of national visibility each year, but that attention needed to convert into retail sell-through that outlasted the tournament itself — across outdoor media, retail windows, point of sale and packaging.
Increase visibility and sell-through of the Australian Open Official Ball range — and the wider AO-branded apparel and accessories range — across Rebel Sport during the tournament period and beyond.
Developed an integrated campaign spanning tram and outdoor advertising, Rebel Sport window takeovers, in-store POS and counter displays, official ball packaging, and a season of print and pattern work carrying one consistent partnership story.
Rolled out nationally across Melbourne transit and outdoor media, Rebel Sport storefronts and in-store windows, counter-top POS, the retail product range, and a supporting print and pattern collection.
The partnership ran across four connected pillars — brand presence, social participation, interactive reward, and the wider official-partner experience — giving every retail and media touchpoint a consistent throughline.
The four campaign pillars underpinning every retail and media touchpoint.
Storefront and in-store windows at Rebel Sport carried the Official Ball campaign directly into the path of shoppers during the tournament window.
Storefront and in-store window takeovers carrying the Fabric of the Game campaign into Rebel Sport stores.
The Official Ball range itself, photographed clean for retail listings, alongside the counter-top display built to house it at the point of sale.
Official Ball product photography and the counter-top display built to carry it at retail.
The campaign carried onto Melbourne's tram network and bus shelters, backed by poster artwork for retail and event use.
Tram livery and outdoor media design, alongside poster artwork for retail and event use.
An apparel and accessories range carried the partnership from the court to the wardrobe — stocked, merchandised and photographed in-store.
The Australian Open apparel, cap and accessories range, merchandised in-store.
Underneath the retail range sat an ongoing print and pattern practice — a placement-print floral collection and a hand-drawn character collection for kids.
From original artwork to finished product — the floral placement-print collection and the kids' character range.
Dunlop's wider footwear and apparel ranges — including the heritage KT26 relaunch — run as a separate body of work: view the Dunlop case study →
I translated a single retail partnership honestly across outdoor media, Rebel Sport's retail windows, point of sale, product packaging and print — turning one fortnight of national attention into a season of sell-through.