Haier, the world’s number one brand in major home appliances, has always been committed to the pursuit of perfection and maximum customisation through cutting-edge technology. From this vision comes “Road to Number One”, an online project that shows the path of talented tennis players towards glory with an authentic and unprecedented look.
The web series, unveiled at the brand’s press conference in Roland Garros, Paris, brings viewers behind the scenes of professional tennis, revealing the challenges and the passion of champions of yesterday and tomorrow. A full immersion into their lives and their exciting journeys. In each of the 6 episodes, the documentary highlights a shared value between the brand and the chosen player – fundamental characteristics that define a Number Ones: Master your moves, Pursue your passion, Play beyond the limits, Set in with confidence, Aim for excellence and Set you sights high.
The first episode is available on Haier’s social media channels. Dedicated to Ana Ivanović, Haier Global Brand Ambassador and former World No.1 tennis player, it showcases the exclusive point-of-view of someone who has achieved the most coveted title. The following five episodes focus on the future Number Ones, including Jodie Burrage (UK), Caroline Garcia (France), Matej Dodig (Croatia) and more to be announced.
“With ‘Road to Number One’ we celebrate the commitment and the dedication of tennis’ champions, traveling with them along part of their journey – a road that leads them to achieve great success,” says Antony Peart, Head of Brand, Haier Europe. “This project reveals a genuine and straightforward journey, made of ups and downs, hard work and meticulous attention to every detail. It’s the same approach that, every day, guides Haier in the development of technologically advanced and tailor-made solutions, to support everyone who wants to be Number 1 in their lives.”
The creative idea was born within the Haier Europe marketing offices and finds its maximum expression thanks to the choice of involving the Tennis Legend community, born on Instagram and now on all the main platforms. The series is directed by Max Gaggino, award-winning director and former tennis coach, with the support of Max Zamora, content creator of Tennis Legend and former player. They follow very closely every protagonist with an unconventional style, emphasizing the connection between each tennis player and Haier in the continuous drive for improvement.
“We are used to see tennis players only in the moments of victory or defeat, but rarely we dwell on all the work that takes for them to get there. The absolute dedication, the daily commitment, the sacrifices and the discipline that these young athletes, face every day,” comments Max Gaggino, director of the project. “With ‘Road to Number One’ we wanted to unveil this journey, going beyond the results, to show the truest and most human side of their life off the court. It’s a journey into the daily challenges that build real champions, made possible thanks to Haier support, which gives us the opportunity to offer audiences an unprecedented look at what it truly means to pursue excellence.”
“For me being the N.1, it was never just about winning, it was about pushing my own limits and growing as a person because, in the end, it’s not the titles that define you, but who you become and how you touch the lives of others along the way. Leaving professional tennis was one of the hardest decisions of my life, but it also opened a new chapter — one where I can fully dedicate myself to my family”. comments Ana Ivanović, Haier Global Brand Ambassador and former World No.1 player. “That’s why I’m proud to share my story with Haier, because we both believe that true excellence happens in the small choices we make every day. I have discovered how important it is to have solutions that simplify and improve the daily routines for everybody. And this is exactly what Haier products do, helping me to live and enjoy every moment to the fullest.
The “Road to Number One” project develops within a path and a communication strategy that sees Haier as the protagonist of the main international tennis tournaments from 2023. A strategic choice that highlights the affinity between the world of sports and that of the brand: the constant search for improved performance, maximum customisation and the ability to overcome all limits.
Full episodes of “Road to Number One” are available on Haier YouTube channel.
