AUSTRALIAN L’ALPINA
UK tennis and lifestyle heritage launch
OVERVIEW
Steeped in heritage and elegance, L’Alpina is an iconic Australian sportswear brand with deep roots dating back to the late 1950s and early 1960s. Known for its stylish, practical, and comfortable tennis apparel, L’Alpina has long been a favourite among discerning athletes and lifestyle aficionados. As the brand prepared for a bold relaunch into the UK market, it aimed to tap into its legacy while appealing to a new generation of consumers drawn to premium sports and lifestyle wear.
OBJECTIVES
Our team was tasked with overseeing the UK launch of the heritage collection. We were responsible for targeting national lifestyle, sports, and tennis-specific media outlets, alongside a curated selection of bloggers and influencers. In addition to traditional PR, we provided full-service support across marketing, digital strategy, content creation, and e-commerce, with an emphasis on increasing revenue during The Fever-Tree Championships and The Championships at Wimbledon.
STRATEGY & EXECUTION
The campaign centred around the reintroduction of L’Alpina’s tennis and lifestyle heritage clothing lines into the UK. With Wimbledon season on the horizon, the timing was ideal to capitalise on peak interest in tennis and traditional British summer fashion. The core aim was to elevate brand visibility across key touchpoints, driving both brand awareness and online commercial success through a comprehensive multi-channel strategy.
KEY COMPONENTS
We developed and executed a robust, multi-tiered strategy that encompassed the following areas:
BRAND STRATEGY
Crafted a compelling brand narrative that bridged L’Alpina’s rich heritage with contemporary market appeal
Defined core messaging pillars and market positioning to resonate with tennis enthusiasts and fashion-conscious consumers alike
PR & COMMUNICATIONS
Drafted and distributed targeted press releases to leading UK media
Secured high-profile placements across national publications and online outlets
Engaged lifestyle influencers, tennis bloggers, and sports journalists for authentic storytelling and organic reach
E-COMMERCE MANAGEMENT
Managed the brand’s website blog with daily content updates, including product features and lifestyle storytelling
Launched and managed digital promotions, competitions, and reader offers to drive online sales and engagement
SPONSORSHIP ACTIVATION
Negotiated talent partnerships with British tennis stars, including James Ward (former British No.2) and Alfie Hewett (World No.1 wheelchair tennis champion)
Activated sponsorships through high-impact on-site experiences and media exposure during major UK tennis events
CONTENT CREATION
Delivered a suite of high-quality digital assets including blog content, photoshoots, social media graphics, advertorials, and video content to support a consistent and compelling brand narrative across all channels
RESULTS & IMPACT
The campaign delivered strong results, successfully reintroducing L’Alpina to the UK market and generating buzz across multiple platforms:
129 pieces of media coverage across online and print outlets
2.17 billion in online readership reach
2.01 million estimated coverage views
11.8K social media shares
120 inbound links from media coverage
12.2K views and 79 likes on YouTube campaign content
An average domain authority of 64 from media sources
'I’m delighted to have partnered with The Campus at Quinta do Lago and
am looking forward to welcoming children of all ages and abilities to my inaugural tennis camp in October half-term. I understand very well what tennis will demand of a young player, so I focus on developing adaptable, problem-solving athletes. My philosophy is all about creating games and exercises that will do the teaching for me, so that players learn without realising.'
Judy Murray
FORMER GREAT BRITISH FEDERATION CUP CAPTAIN AND MOTHER TO GLAND SLAM CHAMPIONS SIR ANDY AND JAMIE MURRAY