How was it produced? East London-based Nicola Killeen Textiles used laser-cut vinyl letters to emblazon seven racquet bags. The company used a self-adhesive layer to remove the vinyl-lettered messages which were then plotted on to each bag on a daily basis.
What challenges were overcome? Alex Clunie, studio manager at Nicola Killeen Textiles, said the company would have opted for a screen-printed process had it been possible on Murray’s bag. "It was paramount that the racquet bag and artwork arrived on time each day in order to turnaround the end product," she said.
What was the feedback? Feedback on the project was positive, especially from the man himself. "In the lead-up to and during Wimbledon, it really means a lot to me to have support and encouragement, it makes a big difference on the court," said Murray.
Andrew Lux, a racquet sports spokesperson for Head, added: "Andy’s performance, paired with our social media communication strategy, has achieved an unexpected, exciting level of coverage."
One limited edition bag, complete with messages will now be given away to one lucky follower of Head’s Facebook page.
Killer app: Courting a loyal following
Sports equipment company Head teamed up with London-based print and dye specialist Nicola Killeen Textiles to help transform British tennis star Andy Murray's racquet bag during the recent Wimbledon tournament. The sports company encouraged fans to post messages of support to Murray on its Facebook page, the best of which were printed on the limited edition bags used by the world number four at Wimbledon.
