Pivot Performance Turf
Pivot Performance Turf
Product Launch
Launching a category shift.
After four years of R&D and 50+ iterations, TenCate’s turf team built something materially different: no added PFAS, a no-infill system, a longest-in-category warranty, and a feel closer to natural grass. The challenge wasn’t making noise—it was making the difference legible to buyers who already thought they’d “seen turf.”
Creative Content
We started with the right name: simple, ownable, and performance-forward.
We made the product difference visible through craft: macro imagery and clear product storytelling.
We framed the story athlete-first: performance and feel, not industry jargon.
We kept momentum up as adoption grew: video, influencers, events, and rapid-response content tied to industry news.
Story System
From day one, the work was built as a scalable system, not a single campaign: a clear claim, a repeatable proof structure, and a toolkit teams could use across channels. Early assets established identity and credibility; next-wave creative deepened the athlete-first angle; ongoing marketing enabled fast iteration—supporting rapid growth while keeping the brand coherent.
