U.S. Tennis Association Unveils New US Open Campaign Featuring Fat Joe

The U.S. Tennis Association (USTA) announced an exciting new campaign for the US Open, in collaboration with Grammy-nominated hip-hop artist and New York City icon Fat Joe. The campaign, titled "Spectacular Awaits," will showcase the US Open experience through a series of videos and other media voiced by Fat Joe, highlighting both the talent on the courts and the exhilarating atmosphere for fans, according to a press release from the USTA.

Photo byCourtesy U.S. Open

The campaign is particularly meaningful to Fat Joe, as his autistic son finds comfort and protection in holding tennis balls, which Fat Joe describes as his son’s "favorite thing." This personal connection brings a heartfelt touch to the campaign, underscoring the inclusive and diverse spirit of the U.S. Open.

The "Spectacular Awaits" campaign will debut on May 31, with tickets for the 2024 US Open going on sale to the general public on June 3 via Ticketmaster and USOpen.org. The campaign concept was developed in collaboration with the USTA’s creative agency, Dentsu Creative, and will employ a social-first approach amplified across traditional and digital platforms.

Fat Joe, a Bronx native, narrates the video and audio content that will be featured in digital and social campaigns, on national television, and through radio and digital audio. The campaign emphasizes both the spectacular talent on the US Open courts and the unparalleled fan experience at the event.

Nicole Kankam, Managing Director of Pro Tennis Marketing and Entertainment at the USTA, said in a press release of Fat Joe: “His presence is undeniable and he’s the perfect match for the growing energy, excitement, and profile of the US Open.”

Fat Joe is known for his extensive career as a recording artist, author, actor, entrepreneur, philanthropist, and media personality.