WTA empowers with new “It Takes” marketing campaign


The WTA reached over 140 players to give their insight into what is necessary to succeed on the tour and the results are part of a new global marketing campaign entitled “It Takes”.

Monica Puig

Heart, bravery, fight, charisma, effort, tenacity, and creativity are just some traits that the WTA players singled out as the driving forces of their success.

Daria Gavrilova

The WTA wanted the encouraging messages to speak for themselves, so the player portraits accompanying motivational quotes are simple, yet powerful black-and-white photos.

Daria Kasatkina

This is the WTA’s first major marketing campaign since 2015 and it will be featured in broadcast, social media channels, print, digital advertisements, and tennis tournaments across the globe.

Donna Vekic

The hashtag of this campaign is #ItTakesWTA, so fans can join in by sharing their own “It Takes” traits through social media photos.

Johanna Konta

The WTA will also organize contests and exclusive tournament experiences.

Karolina Pliskova

The campaign will later be expanded by a series of mini-documentary style player features, aimed at reaching new audiences and strengthening the bond with the existing fans.

Mandy Minella

Andrea Petkovic‘s official motivational message states “It takes tenacity”, but the German joked on Twitter that in reality “It takes nerves and good physios”. 🙂

Andrea Petkovic

“We wanted to provide fans with a glimpse into what it takes our athletes to make it to this incredible stage and then encourage fans to learn more as we dive deeper into their ‘It Takes’ stories throughout the course of this campaign,” said Micky Lawler, President of the WTA.

Zhang Shuai

What would be the one empowering word that describes your road to success? I would say “It takes endurance”.



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