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Sneaker Brand Autry Captures What it Takes to Be a Legend for US Tennis Legend Bob Lutz

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Grey London campaign celebrates the tennis legend's 75th birthday and marks the opening of this year’s US Open finals

Sneaker Brand Autry Captures What it Takes to Be a Legend for US Tennis Legend Bob Lutz

Autry, the US sneakers brand that last year launched a special model dedicated to American tennis legend Bob Lutz, has marked the opening of this year’s US Open finals with a social film to mark Bob’s 75th birthday. 

Bob Lutz was one of the top US players of his era, winning 43 doubles and 11 singles titles, a winner of five Davis Cups with the US team, and a five-time US Open doubles champion.  

Since then, his legacy has been largely left to the historical record – and rarely remembered. Autry’s new campaign is intended to provide a spotlight that Bob Lutz’s legacy, including Autry’s Bob Lutz sneaker launched last year, deserves.  

The 60-second film describes what it takes to be a legend and one of the strongest US players of all time – despite the fact many today may not have heard of him: “The man, the legend, and now the shoe”. 

The campaign, directed by Em Cole through Twin Productions, also includes a product focused film called ‘Hypebeast x Autry’ with the brand's punchy view on drop culture film, to announce Autry’s landing in the US. 

Maura Grange, chief executive officer of Autry International, said: “Bob Lutz is one of the iconic champions of the Seventies and Eighties. We’re proud to immortalise his achievements with a testimonial sneaker that recalls a golden era of tennis, one which continues to have an influence on style outside the sport.”

Bob Lutz, five-time US Open doubles champion, said: “Everyone seems to know my doubles partner  through a white sneaker, it seems only right that I finally have my own. I want to thank Autry for making a beautiful sneaker, and a campaign that reminds the tennis world of my legacy.”  

David Wigglesworth, ECD at Grey London added: “Being able to team up again with close friends to  work on a brand as effortlessly cool as Autry has been a dream come true. They have real creative vision and deeply understand their role in culture. Watch this space Action People.” 

Autry, known as 'the shoes with the American flag', has grown from strength to strength in recent  years, establishing a cult following. The new campaign marks Autry’s first formal outing in US media/PR and is Grey London’s first work for the brand. 

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Brand

Brand: Autry Action People

Chief Marketing Officer: Massimo Giunco

Brand Creative Director: Phil Jacobson

Agency

Agency: Grey London

President & CCO: Laura Jordan Bambach

Executive Creative Director: David Wigglesworth

Creative Director: Jesse Little

Creative: Liam Campbell

Joint Managing Director: Jonny Tennant-Price

Executive Producer: Maxine Hose

Assistant Producer: Alicia Cordell

Production

Production Company: Twin Productions

Producer: Nathan Kerry

Executive Producer: Laura Wright

Director: Em Cole

D.O.P: Hamish Anderson

Production Design: Louis Simonon

Edit

Executive Post Produce: r Ellie McNaughtan @Work Editorial

Editor: Matthew Prickett @Work Editorial

Colourist: Juliette Wileman @Absolute

Flame Artist: Ben Robards @Absolute

Executive Post Producer: Sophie Vaughan @Absolute

Senior Post Producer: Phil Brewster @Absolute

Production Assistant: Dannica Green @Absolute

Music Company: Wake the Town

Lead Sound Engineer: George Castle @No8

Post Sound Producer: Chaz McElhinney @No8

Genres: Dialogue, People

Categories: Clothing and Fashion, Shoes

Grey, Fri, 23 Sep 2022 12:34:34 GMT