U.S. Open Promotion Spotlights Pharrell-Adidas Campaign
Monday morning pedestrians noticed an Adidas branded U.S. Open Referee chair in the Broadway pedestrian plaza at 17th street in Union Square. Signs and brand ambassadors encouraged participants to take a selfie and exclaim something they are passionate about. The event marked the kickoff of a new collaboration by Pharrell Williams with Adidas that includes a new line of sneakers, polos, cable knit sweaters, and accessories (like towels and visors) now available at Paragon Sports (867 Broadway). Turning the standard U.S. Open rules on its head, the campaign is called Quiet Please (with strikethrough), encouraging people to be loud with their love and playing off the tradition of starting a tennis match with the umpire demanding "Quiet Please".
Outside of the Union Square activation, Pharrell joined Adidas tennis athletes Garbiñe Muguruza, Angelique Kerber, Sascha Zverev, Dominic Thiem, and Jo-Wilfried Tsonga at the Frederick Johnson Community Court in Harlem where they put on a tennis clinic for local kids. At the event Pharrell and Adidas announced a donation to the NYC Parks Department to restore local tennis courts, as well as a partnership with Horizons and Court16 to establish a tennis scholarship for underprivileged kids.
In Union Square, selected participants received gift cards to Adidas as part of the event.