YONEX ASTROX 88 S&D ‣ Launch Campaign

Yonex’ ASTROX 88 range is the only racquet specifically designed for doubles badminton. In fact, it’s a pair of two racquets that vary slightly in spec to match the difference in play between front-court play and back-court play. In 2024, Yonex was ready to launch the third generation of this iconic racquet pair. 

The timing couldn’t have been more apt. In the last two years, doubles play has become the most exciting discipline in the sport of badminton, with clips of long and intense rallies going viral on YouTube and TikTok. With the release of this new generation of ASTROX 88 S&D, Yonex had the opportunity to further cement its position as market leader, pushing the game forward with sophisticated equipment that matches what players are looking for right now.

The third generation of ASTROX 88 S&D is a genuine leap forward from the previous edition. Much more than a new colourway, the new generation is fully adapted to the change in play style that doubles badminton has gone through in recent years. When used well, the new generation provides power to back-court players and agility to front-court players. 

This is not just a new colourway. This is a new era for doubles badminton.

We introduced the new ASTROX 88 S&D as an entirely new generation of racquets to match the entirely new generation of doubles play that we’re witnessing on courts. A pair of sophisticated racquets, fine-tuned to match the needs of the athletes that are leading the sport.

The campaign is designed to put a clear stake in the ground: what came before is old, and what comes next will define the future of our discipline.

Inspired by the mystical optimism of Sci-Fi literature and cinematography, we created an ethereal visual universe for this campaign that transforms the racquets into celestial bodies within the vastness of space. Interlocking 3D chrome rings represent the harmony and symmetry of the doubles play, but also spark mystery. Subtle hues of blue and silver give the whole a sense of sophistication that matches the intricacies of what it takes to craft such finely-balanced badminton racquets.

Given the success of the first two generations of ASTROX 88 S&D, we wanted to activate the existing fan base before any official announcement was made. We teased the arrival of a new dawn via a series of short animated posts that created an aura of mystery and anticipation.

We finally revealed the new racquets in all their glory via a hype film that maintains the ethereal, otherworldly sentiment of the art direction. The film was crafted to be used across social and digital channels, and across a wide variety of global markets.

An extended version of the Hype film outlines the exact spec and tech that give the ASTROX 88 S&D their unique edge. The tech film lives online (yonex.com, YouTube) and doubles-up as a helpful asset for any in-store or pop-up retail environment.

Acknowledging that the racquets are part of a wider evolution in doubles badminton, we wanted to provide a perspective from the people that are bringing about this New Dawn on court; the players and coaches that are creating an entirely new era for the discipline.

We crafted a social and digital content series featuring leading doubles pairs and their coaches, sharing their own insights on what it takes to win in doubles badminton today.

You can watch the full series on @yonex_badminton Instagram:
‣ Zheng Si Wei & Huang Ya Qiong
‣ Fajar Alfian & Muhammad Rian Ardianto
‣ Chirag Shetty & Satwik Rankireddy
‣ Tan Ning & Liu Sheng Shu ‣ Rexy Mainaky
‣ Mathias Boe