Project

Yonex All England Badminton Championship Brand Experience

Project

Yonex All England Badminton Championship Brand Experience

Client

Yonex

Industry

Sports equipment & sports apparel

Services

Beyond what you see

Services

Yonex is a Japanese sports equipment manufacturing company that produces innovative graphite equipment and apparel for various sports, including tennis, badminton, golf, and running.

The Yonex All England Badminton Championships, often called the Wimbledon of badminton, is the global centrepiece of the sport, which the Yonex founding family visits each year. The event showcases the very best of the sport. So, this year, Yonex connected with Hatched to collaborate in creating a new and ambitious brand experience for the 2024 event, aiming to take it to even greater heights.

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The heartbeat

Beyond what I see

The Yonex brand launched a campaign proposition called ‘Beyond what I see.’ They created several videos to uncover the story behind the athletes who use Yonex equipment, and the creation and engineering behind the products themselves.

Hatched wanted to explore this concept further and deeper within the brand experience floor at the Utilia Arena in Birmingham. We wanted to bring to life the journey before; the production of the iconic Yonex product, or the athlete’s winning performance, from Yonex’s months of innovation and testing to the athlete’s years of perseverance through practice.

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The Results

The exhibition has been an enormous success, as evidenced by a significant increase in engagement, conversions, and recognition across the event and beyond. A substantial increase in the ‘Yonex Sales Area’ below the ‘Brand Experience’ floor represented this. The impact and success of the exhibition were further acknowledged by a royal visit from Prince Edward, who was shown around the space.

This year’s Yonex event has not only set a high standard for future events but also distinguished itself with its innovative, impactful and thought-provoking approach. We are excited to delve deeper into the proposition and explore the impressive, world-leading innovations happening at Yonex.