YONEX ASTROX 99 ‣ Launch Campaign

The 3rd Generation of Yonex’s ASTROX 99 is the brand’s most powerful, most head-heavy badminton racquet ever. It is not for everyone - requiring precision, control and advanced technique in order to wield it effectively. Designed for “power fanatics”, it delivers unmatched smash power and explosive energy.

This campaign was designed to capture the attention of the wider badminton community while appealing specifically to the chosen few capable of mastering the ASTROX 99. 

The creative concept follows the narrative of an unstoppable otherworldly force that is powerful, dangerous and unknown. The force first appears on our radars before the topic of the campaign is even known. As time progresses, the force becomes more defined and starts showing up in athletes as well, before it reveals itself as being the Pure Power caught within the new ASTROX 99.

The visual identity was crafted to feel urgent and commanding, inspired by sci-fi hazard systems and futuristic warning signals to deliver a bold, cinematic aesthetic.  Deep blacks and luminous greens dominate the palette, channeling tension of a cosmic alert as if broadcasting a warning from deep space. Bold typography accompanied with sharp diagonal lines mirrors the coded language of classified transmissions reinforcing the campaign’s central narrative: An unidentified power has been detected. 

The tone is mysterious yet alluring, drawing viewers in while reminding them of the danger this racquet holds. There is an undeniable balance of futuristic precision, ethereal energy and raw dominance, a reminder that this racquet is not for everyone, only those who dare to command it.

Creating hype and teasing the launch on social media was the first step of the campaign. We produced a series of animated videos with cryptic messages, animated radar visuals, leaked footage, warning signals and system alerts hinting at an unidentified threat. The cinematic reveals transitions from fear to fascination starting with a detection of an anomaly which escalates to chaos and destruction. With each reveal, more of this formidable power is exposed drawing fans deeper into the narrative.

Elite athletes Alex Lanier and P.V. Sindhu joined in to add further intrigue. Training footage was captured and styled to resemble a high tech test facility, emphasising that they were the first to push the limits of performance. We designed custom teasers, profile pictures and social media stories tailored specifically for each athlete, highlighting their unique skills and persona within the campaign.

You can watch the full series on @yonex_badminton Instagram.

We finally reveal the ASTROX 99 through a Hype Film that stays true to the campaign’s otherworldly commanding aesthetic. What begins as an unidentified warning transforms into the revelation of Yonex’s most powerful singles racquet - a weapon of pure energy and precision. 

Crafted for maximum visual impact with striking visuals and immersive sound design, the film was designed to live across social, digital and out of home platforms capturing attention and starting conversations.

The centrepiece of the art direction is a hyper-realistic 3D render of the ASTROX 99, designed to showcase its weight, texture and energy. This lifelike execution allows the racquet to bridge the gap between digital visuals and cinematic storytelling and was used throughout the campaign ensuring consistency. The dynamic camera movements amplify its power and portray the racquet as a meteorite moving through space. 

Focusing on the specifications and cutting edge technology that gives ASTROX 99 its exceptional performance, the Tech Film is created to showcase the science behind the racquet. From energy transferring frame to optimised weight distribution, aerodynamic design and enhanced shot feedback, it highlights the precise engineering that enables players and fans to experience the racquet’s capabilities in a visually engaging and informative film.