Brand:
Wilson x Special Olympics

Campaign Platform:
Hit Me Back.

The Insight:
When people “go easy” on athletes with disabilities, it’s meant as kindness — but it lands as pity, and pity is the opposite of respect.

The Opportunity:
Position Wilson as the standard for legitimate competition — so when Special Olympics athletes play with Wilson in 2026, there’s no debate: this is serious sport.

Hit Me Back.

(Hero Film)

The campaigns hero film launching the platform and positioning Special Olympics athletes as serious competitors

Written, directed, and voiced by me — Brought to life with Sora.

A portrait-led OOH/social series pairing Special Olympics athletes with Wilson pros — side by side, in the same kit, under the same standard. It shifts the conversation from sentiment to sport and treats Special Olympics as what it is: legitimate competition.

(OOH/Social Activation)

We Came To Compete.

We held a Special Olympics skills competition at the legendary USTA Billie Jean King National Tennis Center court, where athletes competed with real scoring, real stakes, and a crowd you can’t ignore — Not to celebrate effort, but to honor competition.
Built as a prime-time lead-in to the 2026 Special Olympics, it turned the Games into something people anticipate, not just applaud.

A numbered Gate Drop (001–100) rewarded early arrival: the first 100 attendees received a Limited-Edition Wilson × Special Olympics Official Ball Can — the same balls used for the Games. These balls won’t be sold anywhere else — making the can a true collector piece: a rare part of tennis history tied to the moment Special Olympics athletes stopped being “inspiring” and started being taken seriously.

Wilson × Special Olympics Official Ball Can

The New York City Night Session

(Social/In-Person Event)