Britten Hits A Winner for Red Ball Tennis at CMA Fest

Situation

Upon seeing the untapped potential in the casual sports scene, the United States Tennis Association began gearing up for the reveal of Red Ball Tennis. A new tennis format designed to be inclusive, easy to learn, and fun for all ages. Buffalo Groupe, a creative agency from Charleston, stepped in to design a fully immersive touring brand activation with the first stop targeted for CMA Fest in Nashville. The goal was to attract a wide audience with a social, low-pressure playing experience, making it more accessible to all ability levels. The activation included a full-size court, gamified with plenty of opportunities to connect with USTA Staff and share the love of the game. To assist in executing a successful program, Buffalo Groupe brought in the Britten team to bring their vision to life and fabricate high-impact visual elements and branded features. The end goal was to maximize brand exposure and create an immersive experience where attendees could interact with Red Ball Tennis and learn more about the game. 

Solution

The Britten and BoxPop® teams worked with Buffalo Groupe to pull out all the stops to transform the space at CMA Fest into a unique, engaging and fun event. Buffalo Groupe focused on the fan experience, while Britten served as a one-stop shop for all the event fabrication and installation needs. With contributions from our print, woodworks, foam, and metalworks teams, we brought the vision of Red Ball Tennis to life through a dynamic space filled with numerous branded elements and photo opportunities. At the heart of the activation event was a fully branded TrailerBox™, wrapped in custom decals from front to back. It served as both the giveaway station and an interactive space where attendees could engage with staff, take photos, and learn more about how to get started with Red Ball Tennis. 

Impact

The brand activation event marked a new era of tennis, opening the gates to thousands of attendees from across the country. Red Ball Tennis gained strong brand momentum as players, families, and influencers actively engaged with the space. Each participant walked away with a branded starter pack designed by Buffalo Groupe, which included a racket and tennis balls that would make it easy to continue playing the newly introduced sport after the event. The approachable format and inviting visuals resonated with a wide audience, helping to establish Red Ball Tennis as a sport built for casual fun and inclusivity for all ages and ability levels. As the brand’s first major marketing activation, the event drew overwhelmingly positive feedback while building brand awareness, sparking community interest and laying a strong foundation for the rest of the tour and the growing base of early adopters. Red Ball Tennis will continue the tour across the country with stops planned at Fanatics Fest and the US Open!