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ATP NXT GEN | King Abdullah Sports City Stadium, Jeddah

Reimagining tennis

 

The first ATP Next Gen tournament in Saudi Arabia needed more than a venue. It needed a bold identity that connected to Jeddah’s culture, while signalling a fresh, rebellious future for tennis.​​​

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Chris crafted a youthful, high-energy theme inspired by Jeddah’s Hejazi doors and the coastal city's creative edge.

 

Working closely with the Saudi Tennis Federation and NEOM Investment Fund, Chris built a visual and sonic identity that broke the mold: aggressive animations, grunge-infused design, and a custom Deep Medi Musik track that set the tone from opening serve to closing ceremony.

Chris also tackled the tournament’s growing-sport challenge by using smart tech to visually conceal unused seating, preserving a premium look throughout.

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A new era for tennis launched loud in Jeddah.

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At least 20 Million reached globally (via broadcast + digital)