Virgin Active Padel

Motivated by the rapid global growth of padel—currently the fastest-growing sport worldwide with over 25 million active players across more than 110 countries—Virgin Active decided to introduce padel as a new offering to our members. The sport’s market, valued at USD 327.48 million in 2022, is projected to expand at a CAGR of 4.31%, reaching USD 458.97 million by 2030. Recognising the potential, we saw an opportunity to meet the growing demand and further enrich our members’ experience.

As the Creative Director, I was entrusted with the development of the brand identity for our Padel campaign, ensuring it adhered to the stringent global Virgin Group guidelines. My responsibilities extended beyond the creative conception to include the management of a television commercial, a dynamic photographic campaign, and the comprehensive branding at our padel courts. This encompassed everything from tailored apparel to strategic marketing on our digital platforms, aiming to seamlessly integrate padel into the lifestyle and community ethos that defines Virgin Active.