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February 27, 2025 marks a major transformation for the WTA, as the organization undergoes a complete rebranding across its website, social media channels, and other platforms. This is the most significant overhaul since the last redesign in late 2020, and it brings a striking new look to women’s professional tennis.
A bold departure: Goodbye purple, hello green
This is not just a tennis court. This is our stage to rally the world. #WTARallyTheWorld pic.twitter.com/qA64VMcNcX
— wta (@WTA) February 27, 2025
One of the most dramatic changes is the departure from the iconic purple color scheme. For the first time in recent history, the WTA is embracing green as its primary color, including a refreshed logo that sets the tone for a bold new direction. The previous purple logo, featuring a female tennis player, was introduced in December 2020, replacing the oval-shaped WTA logo that had been in use for a decade.
Beyond the logo, the redesigned WTA website introduces subtle updates, though its overall design and functionality remain largely unchanged from the previous version, at least for now. The real shift, however, lies in the brand’s renewed mission and messaging.
Rally the World: A vision for the future
Powered up & ready to rally ✨ #WTARallyTheWorld pic.twitter.com/aJ220yDGL9
— wta (@WTA) February 27, 2025
With its new slogan, “Rally the World,” the WTA aims to inspire fans, elevate its athletes, and cement its legacy as more than just a sports organization. As part of the launch campaign, many of the WTA’s top players share their personal stories about what fuels their mission to “Rally the World,” highlighting the WTA as both a competitive arena and a platform for greatness.
The strategy behind the rebrand
No limits, just opportunities 😤 #WTARallyTheWorld pic.twitter.com/1geU17ebHK
— wta (@WTA) February 27, 2025
The WTA’s commercial division, WTA Ventures, spearheaded this rebranding initiative as part of a broader strategy to expand the global reach of women’s tennis. The year-long project, developed in collaboration with branding specialists ChapterX and Nomad Studio, was informed by insights from athletes, fans, and partners with the goal of increasing engagement and driving long-term value.
Stylish on and off the court 🤩 #WTARallyTheWorld pic.twitter.com/kFPWAwMHIH
— wta (@WTA) February 27, 2025
The new identity officially rolls out across all WTA platforms today, with updated broadcast graphics debuting on March 5. Meanwhile, on-site branding will be gradually introduced throughout the 2025 season, starting with the BNP Paribas Open in Indian Wells on March 2.
The campaign: A stage for greatness
To amplify the new brand, the WTA has launched a global campaign featuring Coco Gauff, Ons Jabeur, Naomi Osaka, Zheng Qinwen, and Aryna Sabalenka. In a series of 30- and 60-second advertising spots, created by the agency Brothers & Sisters, the players share personal stories about their ambitions and what it means to “Rally the World.”
The campaign makes a powerful statement with the tagline: “This is not a tennis court.” Instead, the court is portrayed as a stage, where athletes become their most powerful, influential, and unfiltered selves.
Honest, authentic & unapologetically unique 🫶#WTARallyTheWorld pic.twitter.com/iaPxLHd4xQ
— wta (@WTA) February 27, 2025
What do you think of the WTA’s new look? Share your thoughts in the comments! (source: WTA)
