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The United States Tennis Association (USTA) has a lot to celebrate this year—mainly, the 50th anniversary of the U.S. Open. While the tournament itself isn’t until Aug. 27, the USTA kicked off the celebration with a new brand campaign that includes a spot, “Built for Glory,” narrated by Alec Baldwin.
“We wanted to really celebrate our story past over the last 50 years but also celebrate a new vision for the future and showcase how all the enhancements we’ve been making to the grounds … culminate this year with the conclusion of the transformation,” Nicole Kankam, managing director, USTA, said.
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