If you're like me, you've probably recently left your local movie theatre feeling the rush of the many matches shown in the new hit Luca Guadagnino film, Challengers. As I watched the stunning portrayal of a friendship rocked by the force of power player, Tashi Duncan, portrayed by the incomparable Zendaya, I knew I wanted the fun of the flick to continue even outside the theatre.
As I pumped the incredible Trent Reznor soundtrack from my tinny MacBook speakers, I pondered why it's no surprise that the film would pack a punch at the box office and how brands can meet the moment to capitalize on the hype of the picture.
Cultural Truth: Tennis is the perfect culmination of captivating sport, unquestionable preppy style (perfect for warmer weather), and tension between seasoned and fresh rivals.
Consumer Truth: Even with the rise of sports like Pickleball, the hold that tennis has on the global consumer is unmistakable. YouGov reports that even following the Serena Williams-Roger Federer age of competition, the sport's popularity has stayed nearly consistent across the last three years.
Competitive Truth: Plenty of tennis films have been lobbed at global theatergoers in the past few years, one even landing an Oscar win as recently as 2021 (King Richard).
Brand Truth: Following last year's acquisition of MGM, a year filled with industry-wide strikes, and layoffs to their entertainment division earlier this year, Amazon needs to re-assert themselves as ready to compete with the big 5 major film studios (NBCUniversal, Paramount, Warner Bros, Walt Disney, and Sony).
The Zendaya Multiplier: Fans love Zendaya. Back in 2022 (the year Challengers began filming), Business Insider reported that Zendaya was named the most popular actor in the world, following powerhouse performances in Dune and "Euphoria". With the release of Dune 2 earlier this year and "Euphoria" Season 3 put on hold indefinitely, it's no surprise that audiences were clamoring for more of the Gen-Z superstar.
Creative Insight: People are eager to achieve self-actualization by embracing their identities and multitudes. In turn, films exploring the identity and sexuality of complex characters have been embraced.
Strategic Opportunity: Luca Guadagnino is a force behind films with complex characters exploring their sexualities and identities within interpersonal relationships.
Challenge: Contrast the back-and-forths of a tennis match with the everchanging dynamics of a years-long friendship turned threesome. Winner takes all.
Connect your brand to the moment:
Apparel and Accessories: Showcase preppy designs and styles ready for the tennis (or pickleball) court
Local Partnerships: Partner with local tennis players to showcase a commitment to advancing the sport in a way that's approachable to supporters near and far
Social Media: Invite followers to pick a side between the characters featured in the film-- #TeamArt, #TeamPatrick, or #TeamTashi. Make the winning team a promo code for 10% off in honor of the film when the results come in.