Prince Wants You to Meet the “Übertwins”
New Web, Guerrilla and In-Store Campaign Breaks February 25 Targeting Young Tennis Players
FOR IMMEDIATE RELEASE
Contact: Zach Perles
One Advantage Court
02/21/06 - Bordentown, NJ – Prince Tennis announced today that the company will break a new web, guerrilla, advertising and in-store marketing campaign to introduce young tennis players to the hottest equipment on the court, including the company’s revolutionary O3 Tour and O3 White racquets, T9 high-performance tennis shoes, Team Prince bags and new Tour Blend string.
Meet the “Übertwins”
The new campaign is based on the virtual adventures of the “Übertwins,” Rolf and Rebekka, two highly-regarded, competitive tennis players whose game is significantly enhanced by Prince’s equipment.
Rolf and Rebekka, who are from the fictional country of Skolvia, live in an online microsite (www.ubertwins.com) and represent the epitome of young, aggressive tennis players who are fearless on the court and driven to win.
On the Web site, visitors learn about their lives through a series of video Überinterviews following tournaments, by peering into their überlockers and even by challenging the two tennis phenoms to a game of online überpong. Visitors to the site quickly learn that Rolf and Rebekka crave the best equipment and are very successful in their tennis careers, even garnering a variety of fictional product endorsements.
Visitors to the site quickly discover that Rolf and Rebekka have a language and lifestyle all their own. For instance, Rolf, in his native Skolvish tongue, “rjules” the court, devours fish popsicles, is a 12th level Dungeon & Dragons master and always wears an orange shirt (because the “Gods”, Norse, of course, favor this color). Rebekka has her own charming idiosyncrasies: She always brings her dog, Boris, to matches, is perpetually followed by an entourage and likes to meditate, but is quickly distracted by her shopaholic friends when they call on one of her five cell phones.
Promoting the Übertwins Program
Prince’s Übertwins program will launch February 25 with a teaser poster campaign that will appear in tennis retailers around the country. Print advertising in Smash magazine will drive players to the Web site. The print program includes the creation of a false cover for Smash and breaks in March. Online banner ads will appear on juniortennis.com and Übertwins merchandise and postcards will be available online and in-store. The campaign was created by Minneapolis advertising agency, Hunt Adkins.
“The Übertwins campaign will appeal to the younger player with a competitive spirit,” said Linda Glassel, vice president of marketing for Prince Sports. “Tennis is fun. The program allows us to bring the core brand attributes of our products to life with engaging online imagery and a vocabulary about tennis that appeals to a winning, fearless, fun approach to the game.”
About O3 Technology
Introduced in January 2005, Prince’s award-winning O3 Engineered Racquets (pronounced O – three) provide something never before thought possible in a tennis racquet, a large sweet spot in a maneuverable and aerodynamic frame, without enlarging the racquet head, increasing its length or adding weight. Prince re-engineered ordinary pin-sized string holes into revolutionary giant O-Ports, providing total string freedom for a livelier response across the entire string bed. This expands the conventional sweet spot by up to 54 percent, turning it into a Sweet Zone, allowing the player to hit more consistent shots, from more places on the racquet, more often. In addition, the O-Ports aerodynamic design provides a faster swing speed, enabling players to reach more balls and win more points.
There are currently five racquets in the original O3 Series. Each racquet provides superior performance for players at all levels of the game. O3 Engineered Racquets are currently the hottest selling racquets in the United States. The technology recently received the “Best of What’s New” Award from Popular Science magazine for the best technological innovation of the year and Tennis Magazine’s “Editor’s Choice.”
About T9 Shoes
The T9 performance shoe is crafted with the latest in footwear engineering to make it the coolest shoe for game day and training. The upper, featuring a combination of lighter weight, breathable synthetic leather and AIRmesh panels, is lighter than traditional all-leather or all-synthetic shoes. The T9's Dri-Lex® lining enhances comfort, moisture management, total breathability and quick drying capabilities. The shoe’s contoured, thickly padded collar hugs the ankle for comfort and its overlay straps in the forefoot provide lateral stability. The molded EVA midsole features a ShockEraser™ insert to absorb heel impact and a Softspring™ polyurethane forefoot insert for additional cushioning. This shoe is available in men’s, women’s and junior sizes and comes in two color-ways for each gender. The adult shoes feature the PRC 1000 outsole compound that provides a six-month outsole wear guarantee. Weight: Men’s 14.0 oz., Women’s 12.5 oz.
About New Tour Blend String
Prince’s new Tour Blend String combines the enhanced durability and spin of polyester with the gut-like playability and power of Prince’s Premier with Softflex string.
About Prince Sports
Prince Sports, Inc., based in New Jersey, is a recognized leader in game-improvement technologies and engineering-based high-performance sports equipment. Since 1970, Prince and Ektelon have revolutionized tennis, squash and racquetball with innovations including “Oversize,” “Longbody” and “Extender” racquet technologies, Natural Foot Shape footwear technology, Synthetic Gut String and Electronic Ball Machines. Prince Sports has operations on three continents and distribution in over 100 countries. For more information, please visit www.princetennis.com.
Creative Director: Doug Adkins, Hunt Adkins
Creative director/Art Director: Mark Fairbanks, Hunt Adkins
Copywriter: Rob Franks, Hunt Adkins
Web Design Director: Luke Oeth, Hunt Adkins
Web Flash Development: Keely Franks & Damien Dornford, eMedia EFX