2017 YEAR IN REVIEW: Launch of


Ashley Marshall  |  December 13, 2017

Love-15: As 2017 draws to a close, is taking a look back at the top 15 storylines, headlines and highlights from the year in American tennis. Up now: An innovative new brand makes it easier than ever for youngsters to find themselves in the game.

A new kid-friendly approach to tennis that hopes to inspire the next generation of young tennis players was launched this summer.


The revolutionary new brand, Net Generation, provides American tennis with one unified youth brand for children to get into the sport, making it easier for children and their parents to learn about tennis and get into the game in schools, parks and tennis clubs across the country.

The movement embraces all aspects of youth play for kids ages 5-18. The official Net Generation launch took place at Arthur Ashe Kids’ Day, two days before the 2017 US Open began.



“Net Generation is a bold approach to empower kids to play the game while elevating and setting new standards on how we deliver and engage children in our sport,” said Craig Morris, General Manager, USTA Community Tennis and Youth Tennis.

The objective of Net Generation is to provide a safe connection to the sport, as well as a platform to celebrate individuality and self-expression.


In addition to the official launch at Arthur Ashe Kids’ Day and the subsequent promotion throughout the US Open itself, the brand had a significant presence leading up to the final Grand Slam of the year.


Net Generation was integrated at US Open Series events throughout the summer, including at kids’ days, high school days, family days and festivals to encourage more kids and families to join the sport. It also had a dedicated kids’ zone at the US Open Experience, held the weekend before the US Open, and at a Net Generation Arcade near the Grandstand at the US Open.


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