Powered by Personality is a campaign I developed to position The North Face as the performance brand for a new generation of Gen Z tennis players—athletes who see the court as both a place to compete and a space to express themselves. My goal was to shift the brand’s presence in tennis from purely technical to culturally relevant, helping players feel seen through products that match their energy, identity, and style. By launching a line of bold, durable accessories designed for self-expression and performance, I built a narrative that celebrated individuality in sport—proving that in this game, it’s not just how you play, it’s who you are.