In an effort to keep the trend of the sport active, the City Tennis app combines social capabilities, enabling users to look up potential playing partners, mobile gaming and augmented reality for Lacoste’s tennis gear. Even though the app is all encompassing, its physical limits are tennis fans residing and playing tennis in the boroughs of New York City, aspects that Lacoste could try to expand as the app evolves.

“Lacoste’s goal for our new City Tennis app is to encourage everyone in New York City to get out and play,” said Emily Coppock, vice president of marketing at Lacoste USA, New York. “We know that the best apps are those that add value to a person’s everyday life.”

A well-rounded source
Through Lacoste’s app, the brand is aiming to solve a problem for city residents, who have limited access to public courts and may need an opponent to play.

Lacoste provides information on how to secure and use seasonal or single permits at certain courts and how to retrieve those permits.

Users can create a profile and reference their favorite spots and preferred times to play. A mobile game is also available on the app, encouraging users to always stay active with the sport in some way.

Using augmented reality, the user can virtually try on Lacoste tennis gear and shop products online.

Lacoste also provides biographies on professional tennis athletes and brand ambassadors.

Furthermore, the app encourages the user to learn about the City Parks Foundation free tennis program for kids, located in New York City, and Lacoste’s ongoing support of the organization.

Marketing apps
Sports brands are attempting to make a grand entrance into mobile by pushing its products often with mobile games.

New Balance brand Brine’s mobile application Shootout 2 follows the success of its predecessor and uses 3D graphics and more intense gameplay for a compelling brand experience.

The lacrosse products brand worked with ad agency Young and Laramore on Shootout 2 with the goal of including more venues and added features. The complete redesign will likely attract Shootout fans and entice them to bump up their Shootout experience using virtual Brine gear (see story).

Similarly, ESPN Fantasy Football returns for the 19th season with an updated mobile application that allows fans to interact more than ever as they create leagues, manage teams and participate in mock drafts.

The free app, compatible with iPhone, Android and Windows Phone devices, also provides fantasy players with alerts regarding scores, trades and news and other features while allowing them to view and post messages to league message boards. The app underscores mobile’s suitability for keeping the experience fresh for fans and for delivery of sports content (see story).

For Lacoste, the app will provide a source of multiple avenues for NYC’s tennis players.

“Whether you’re a beginner or an avid tennis player, this app takes away the challenges of finding a partner and a court and makes playing tennis in New York easy and fun, which is the way it should be,” Ms. Coppock said. “This app helps us build a positive and authentic association between Lacoste and the tennis community since we have a rich 80-plus year heritage in the sport.

“Our founder Rene Lacoste was one of the most renowned tennis players in history, and his mission was to constantly innovate and make the sport of tennis less restrictive,” she said. “This app brings the Lacoste brand message ‘Life is a beautiful sport,’ to life.”

Final Take
Caitlyn Bohannon, editorial assistant for Mobile Commerce Daily, New York