Slazenger has today unveiled the first campaign created under newly appointed Creative Director Alexei Hamblin, marking the beginning of a new chapter for one of the world’s most historic sporting brands.
At just 23 years old, Hamblin has come to the helm of Slazenger as Creative Director with a mission; to reshape the future of the brand by putting it back on the sporting and cultural map. As part of this, he is also challenging the perceptions of what a Creative Director is, choosing to lead from the front with a clear vision, and humour. For his first major campaign, Hamblin attempted to break the world record for the longest tennis match ever played, a playful nod to the brand’s heritage and endurance over the last 145-years.
Fronted by Hamblin, alongside childhood friend and Slazenger’s newly appointed Head of Marketing – Joel Taberner, the film follows the pair as they attempt to surpass the 11- hour 5-minute benchmark.
The challenge serves as a statement of intent for Slazenger’s next era. Hamblin believes actions speak louder than words, so he places himself at the centre of the challenge, demonstrating his commitment to driving the brand forward.
Alexei Hamblin, Creative Director of Slazenger, commented: “Taking on the role of Creative Director at Slazenger is an incredible opportunity to help shape the next chapter of such an iconic sporting brand.
“My job is to define the vision – to connect heritage, culture and creativity to create work that genuinely resonates with people. But I also wanted to show how the role of a Creative Director is changing. Rather than just sitting on the sidelines talking about ideas, I wanted to be at the forefront of the action.
“For my first campaign, we’re celebrating Slazenger’s legacy of ambition and endurance, without taking ourselves too seriously in the process.
“This marks the start of a new era for the brand – one that puts Slazenger back at the heart of sport and modern culture, and I can’t wait.”
The campaign film features exclusive appearances from business mogul, Richard Branson, former Premier League referee Mark Clattenburg, commentator Clive Tyldesley, comedian and internet personalities Stephen Tries, Chabuddy G, and Chi with A C.
The full video is available now on YouTube, with additional content and short clips rolling out across Slazenger and Alexei’s own Instagram, TikTok and YouTube channels throughout July 2026.
