It’s perversely inspiring to watch the world’s #1 tennis player suck at golf. And it enables YoPRO to own something valuable – the proposition, “Even the best can get better at something”. 

BETC Paris has found new territory for sports brands that typically feature their athletes doing what they do best, dominating and winning. YoPro has seized a more accessible positioning. It doesn’t celebrate perfection. It celebrates progress, and progress is never a straight line. It’s messy, it’s human, and that’s where real joy and real growth happen. By showing Alcaraz learning instead of excelling, YoPRO is proving its commitment to the mission of helping people progress.

“As a brand, we believe there’s no greater joy than feeling challenged, and little by little, getting better at something,” stated Carrie Mesing, global director, brand equity & communication at YoPRO. That’s why we were excited to feature Carlos’s work in progress golf swing, because we stand for progress. And everyone wants to make progress at something, even Carlos Alcaraz.”

Spanish directing duo, XOXO, captured the playful energy of the shoot and bouncing off their fellow Spaniard with ease. And Alcaraz was more than happy to lean into the idea, laughing at his own mis-hits and showing that even champions are a work in progress.