Recently, Tennis Canada unveiled a new brand identity for the National Bank Open presented by Rogers. Welcome to the Tennis Playground. That’s the open invitation Canada extended to the global tennis community.
We spoke to David Allard, Director, Creative and Innovation, Sid Lee, who collaborated closely with us on developing the Tennis Playground, to learn just how this new identity came to life and how fans can leave their own mark on the tournament beginning in 2025.
Q: Can you talk to us about the creative process that went into deciding on the Tennis Playground brand identity for the National Bank Open and then bringing it to life?
David Allard: For years, the National Bank Open presented by Rogers has showcased some of the best tennis the world has to offer. And with a new calendar bringing more days and more matches, we saw the perfect opportunity to go one step further — to celebrate our tennis.
But what does “our tennis” mean? To answer that, we went back to what makes this tournament — and this country — special. From the players to the fans, the message was clear: we’re not your typical tennis event. We’re the tournament where tennis feels different. Where the matches are world-class, but the vibe is uniquely fun, open, inclusive and full of personality, true to our Canadian spirit.
While some are known for being tennis’ “royalty,” we chose to position ourselves as the Tennis Playground — a space where the sport can go beyond, reinvent itself, and welcome everyone to be part of it.
Players, die-hard fans, and even first-timers — everyone’s invited to play their part.
READ: Welcome to the Tennis Playground: National Bank Open Launches New Identity to Define a New Era
Q: The campaign images and slogans are playful, bold, and fun. What inspired them?
David Allard: The campaign look draws from the unique energy that pulses through both Montreal and Toronto — a vibrant mix of cultures, creativity, and attitude that feels unmistakably ours.
We kept the intensity of world-class tennis, but added a playful, expressive tone. Steering away from the traditional tennis aesthetic, we approached this like a cultural event — something bigger than sport, something everyone can feel part of.
It’s bold, it’s colourful, and it opens the doors to people who might not be fans yet but could fall in love with tennis on their own terms.
Q: What are some of your favourite elements of the marketing campaign and why?
David Allard: Traditionally, the lens signature is a ritual reserved for match winners. But this year, we’re flipping the script — turning it into an open invitation for everyone to leave their mark.
Fans, players, first-timers — everyone gets to add their own touch, their own signature to the event and to our world of tennis.
Because here, we’re more than just a crowd or a group of fans. We’re all part of the same team, sharing the mission to reinvent tennis our way. Not just this year — but for years to come.
The colours set the tone — bold, vibrant, full of energy. And at the heart of it, we’ve introduced lilac — a powerful symbol of our commitment to gender equity. With equal prize money as a core objective of the Canadian tennis federation, it was only natural to weave this colour into our brand moving forward — not as a trend, but as a clear expression of our values and the future we’re working toward.
But the signature? That’s the iconic gesture. The rallying call.
An open invitation for everyone to take part and leave their mark.
Because this isn’t just a tennis tournament. It’s a shared canvas — and everyone’s got something to add.
Q: What makes the Tennis Playground unique from a creative perspective?
David Allard: What makes this truly unique isn’t just that it reflects Canadian personalities — it’s that it goes beyond a look, beyond an ad.
It’s a philosophy. A belief that the game can be celebrated — and played — with the same intensity off the court as on it.
This isn’t just a tagline. It’s a growing movement. A living, evolving project shaped by the people who will make it their own over the years.
READ: The Ultimate Ticket Guide to the 2025 NBO Redefined Experience
Q: What is different about creating a new brand identity and marketing campaign for a major sporting event compared to other types of events and brands? What opportunities and challenges does it present?
David Allard: The key difference with this rebrand is that we’re not trying to reinvent the sport — we’re respecting its identity, its history, and the community that has supported it for years.
At the same time, we’re creating something fresh — something that feels different, in the best possible way.
We’re having fun with the codes of tennis, reinterpreting them, and using this moment to build new cultural references around the sport.
This isn’t just an event — it’s the start of a lifestyle platform. One that lives beyond the court, that invites everyone to play, and that supports the long-term growth of the tournament.
A space where new fans can meet the sport, and where the sport can meet the future.
The goal is to bring new energy without losing what makes tennis great. To build a version of the experience that loyal fans can champion, and new audiences can fall in love with.
Q: What do you hope people feel when they see the rebrand and are introduced to the Tennis Playground for the first time?
David Allard: I hope people feel a sense of excitement — curious to see what we’ve created for them this year but also inspired to be part of something new.
We want to open up the idea of what a tennis event can be. To invite people to explore with us — to co-create, to play, to belong.
For tennis fans, we hope it brings a sense of fun that goes beyond the lines of the court. And for those who don’t follow the game (yet), we hope it sparks discovery — a new way in, one that brings them closer to the energy, the culture, and eventually, the game itself.
Q: Can you explain how the notions of openness, welcoming, and inclusivity were incorporated into the tournament’s new brand identity?
David Allard: Openness, inclusivity, and a welcoming spirit are at the heart of this new identity — and they unfold in two key ways.
First, we’re democratizing the love of tennis by offering new ways into the experience. Whether it’s through fashion, food, music, or family-friendly moments, we’ve created multiple entry points for people to connect — even if they’ve never picked up a racquet.
Second, it’s reflected in the way we show up visually. From the colours we chose to the casting of the people we feature; we broke away from traditional norms. This is a playground where it’s not about fitting in — it’s about showing up as you are and playing your way.
Feature photo by: Pascal Ratthé
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