The Australian Open

As one of the biggest events on the Australian sporting calendar, The Australian Open has gone from tennis tournament to global event experience. To reflect the shift, Tennis Australia wanted to create a premium lifestyle brand that would disrupt the market and attract a new consumer.

From capsule design to all aspects of production, Merchgirls created ‘On & Off Court’ a fashion capsule consisting of a range of his and hers lifestyle wear and accessories including duffle bags, tees, hats and sweaters that could be worn well after the tournament was over. The custom made range was delivered on time, on budget and of course, on point, establishing a new benchmark for AO merch and something they intend to roll out for all future tournaments.

photography: foliolio
styling: merchgirls