"Co-Op Tennis Club"

8 December 2020

4 mins 27s

Forty love.

Former Olympian Savanah Leaf directs this low-key ad for Dick’s Sporting Goods, who aim to help amateur sports clubs stay afloat during and beyond the coronavirus pandemic. One example is New York City's Co-Op Tennis Club, run by Lorraine Alexander in memory of her late husband. Despite “dead tennis balls and a cracked court”, its influence is palpable.

Interviews with children, volunteers, and Alexander herself underline the project’s small-scale charm, complemented by Leaf's unshowy visuals. She also ensures the brand’s late contribution stays just on the right side of schmaltzy, as the promise of more aces and safe character-building in the Bronx sinks in.

USA

Sportswear