One of the most influential voices in the upcoming 2024 US Open’s marketing campaign is none other than Fat Joe. The campaign, titled “Spectacular Awaits,” is slated to launch nationwide on May 31 and was crafted in collaboration with the USTA’s Dentsu Creative team. This initiative will be featured across various traditional and digital channels, with Fat Joe lending his captivating narration to emphasize the exceptional tennis talent that spectators can look forward to witnessing at the US Open.
In a statement, Nicole Kankam, the USTA’s managing director of pro tennis marketing and entertainment, expressed enthusiasm about the collaboration with Fat Joe, describing him as a true representation of the US Open experience. She praised his undeniable presence and noted that he perfectly embodies the increasing energy, excitement, and prominence of the US Open tournament.
For Fat Joe, tennis holds a poignant significance due to his son, Joseph Cartagena, who has a deep affinity for the sport. In a touching behind-the-scenes video from the campaign, Fat Joe shared, “My son Joey is autistic… The autistic kids, they need something. Some kids like keys, he has a tennis ball in his hand for his whole life… That’s his favorite thing, I don’t know why. That feels like protection to him.”
This partnership between Fat Joe and the US Open not only highlights the tournament’s thrilling lineup of tennis talent but also underscores the personal connection that the rapper has with the sport. As the “Spectacular Awaits” campaign gears up to captivate audiences across the nation, Fat Joe’s involvement is sure to resonate with fans on both a professional and emotional level.