Pivot Performance Turf
TenCate changed the game with a whole new approach to turf: athlete-first design.
Pivot Performance Turf
Product Launch
TenCate changed the game with a whole new approach to turf: athlete-first design, no added PFAS, and unmatched durability. An industry shift like this needed a whole new way to tell the story.
- My role
- Creative director (copy): naming, brand platform, messaging, and all copy
- Team
- Creative director (design), 2 designers, 2 writers, 1 video editor
- Channels
- Naming · identity · web · video · influencers · events · sales materials
Four years of R&D. A turf that plays like no other.
TenCate's turf team built something materially different: a playing surface designed for athletic performance, with no added PFAS, a no-infill system, a longest-in-category warranty, and the closest feel to natural grass out there. The category had always been sold on specs. Pivot needed to be experienced.
Feel it to believe it.
Instead of leading with specs, we invited B2B buyers into the athlete's experience first, intriguing and inspiring them before providing product education. Pivot's story became the moment new potential takes hold.
The name
Pivot: simple, ownable, and performance-forward.
The look
An athlete-first identity built around player-surface interactions.
The launch campaign
Ads and messaging framing peak performance backed by real innovation.
The momentum
Video, influencers, the Field Day event, and rapid-response content tied to industry news.
Launch ads: peak performance backed by genuine product innovation.
A cleats-on-the-ground product video.
A brand TenCate can run with on its own.
Pivot launched with a full sales pipeline behind it and a brand platform TenCate's team now uses to build its own event and marketing assets. By letting B2B buyers feel the surface before explaining it, the story cast them as the athletes, and they wanted to play.
Coverage across trade and national outlets as installations spread to 30 states and Canada.
