Stella Artois: Racquet Club Launch
Own the style side of the sport.
Challenge
Stella Artois needed to establish Perfect Serve Racquet Club as a premium lifestyle platform, not just a padel event. The complexity: delivering a R4M earned media KPI within 28 May to 28 June, while all content had to be 21+ age-gated in South Africa (25+ globally), limiting organic reach. The brief demanded cultural cut-through under regulatory constraint
The Big Idea
Own the style side of the sport. We reframed padel as courtside culture, sharp outfits, premium rituals and editorial-grade moments, then built one launch into a multi-angle content engine. By pairing a designer collaboration with GQ + Glamour editorial storytelling and creator/celebrity amplification, Stella became the brand that didn’t just sponsor padel… it styled it
Execution
Fashion + editorial: Keneilwe Mothoa created a limited-edition tennis capsule, shot on-site as The Art of Collaboration for GQ and Glamour, extending earned value beyond the campaign window. Creators + celebrities: 11 Artois Collective creators produced 24 grid posts + 53 stories; 18 guests attended, and 12 posted 44 pieces, including a standout performance from Nadia Nakai. PR: 15 outlets attended (incl. News24, TimesLIVE, IOL, The Citizen, eTV News) supported by a syndicated press release and follow-up broadcast/online placements