As the Official Sunscreen Partner of four major tennis events (the BNP Paribas Open, Miami Open, Citi Open, and US Open), La Roche-Posay brought its "Feel the Heat, Not the Burn" campaign to life with a consistent on-site presence that blended education, wellness, and fan engagement.
Across the season, the brand distributed over 1,000,000 sunscreen samples through branded "Club La Roche-Posay" booths and carts, offered complimentary skin checks with local dermatologists, and ran a virtual tennis game that drew 3,000+ participants. Activations also included player meet-and-greets, suite hospitality for influencers and clients, and dedicated kids' programming during Arthur Ashe Kids Day. At the US Open, La Roche-Posay hosted 50 PR and influencer suite guests, welcomed 150+ L'Oréal employees, and filmed branded content with Jannik Sinner, capping an activation that was nominated for the 7th Annual ADWEEK Experiential Award for Best Cause-Related Experiential Activation.
