RECRUITING THE FUTURE OF TENNIS
CHALLENGE
Develop a recruiting and brand positioning deck that captured the essence of Coco Gauff, not only as an elite athlete, but as the future of tennis.
The challenge was to create a visual system that reflected Coco’s competitive edge, poise, maturity, and cultural impact while maintaining a premium, elevated tone aligned with long-term brand and partnership opportunities.
“After reviewing countless pitch decks, Mercedes was one of the few creatives who truly captured the essence of who Coco is.”
CANDI GAUFF
VISUAL DIRECTION
The central creative question became:
How do we visually represent the future of tennis?
Rather than relying on traditional sports tropes centered on intensity and competition, the visual system focused on possibility, cultural longevity, and premium restraint.
The deck was intentionally designed to feel elevated, youthful, and editorial, reflecting Coco’s balance of maturity, confidence, and ambition beyond the court while positioning her as more than an athlete: a generational talent shaping the future of the sport.
OUTCOME
The presentation translated Coco’s athletic excellence, personality, and long-term brand potential into a clear visual narrative, ultimately contributing to the successful signing of Coco Gauff.
