Pivot Performance Turf
Pivot Performance Turf
Product Launch
TenCate changed the game with a whole new approach to turf: athlete-first design.
After four years of R&D and 50+ iterations, TenCate's turf team built something materially different: a playing surface designed for athletic performance. It came with other firsts as well: no added PFAS, a no-infill system, a longest-in-category warranty, and the closest feel to natural grass out there. An industry shift like this needed a new way to tell a turf story.
Creative Content
We started with the right name: simple, ownable, and performance-forward.
We built a visual identity around player-surface interactions.
We framed the story with results, peak performance backed by genuine product innovation.
We kept momentum up as adoption grew: video, influencers, events, and rapid-response content tied to industry news.
Story System
Pivot's narrative is new horizons: it's the moment when tradition takes a back seat to potential. It's dynamic and driven by a sensory experience, something you have to feel to believe. That meant I could take a different path, intriguing and inspiring B2B audiences before educating them. Inviting them into the experience cast them as the athletes, and they wanted to play.
