August 25, 2018 – (New York City) Dunlop today announced its new brand strategy and details of an exciting new era under the ownership of Sumitomo Rubber Industries (SRI). At an event in New York on the eve of the 2018 US Open, Dunlop unveiled its new Love The Game brand campaign, the new state-of-the-art CX Series rackets and significant partnerships with the Australian Open and Rod Laver.

“Today marks a significant landmark for Dunlop and displays our ongoing commitment to tennis,” said Hideaki Kawamatsu, Head of SRI Sports Division. “Love The Game will underpin everything we do and we aim to unite and engage players across the world, young and old, pro and amateur, with their shared passion for the game. That passion exists within the manufacturing process and the new CX Series represents Dunlop’s most technically crafted products yet and will allow players to hone their game and enjoy the thrill of competition.”

SRI acquired Dunlop Sports last year and sits under the SRI Sports Limited subsidiary which specialises in sports equipment. As well as Dunlop, SRI owns Srixon, Cleveland Golf and XXIO and has ambitious plans for Dunlop in the global market.

Dunlop’s new Love The Game brand campaign will sit across all marketing collateral and external communications. The message iterates Dunlop’s passion for all racket sports and its aspiration to unite players across the world who are bound by the same passion and love of the game. This passion is harnessed by Dunlop to create technically superior products with the care and attention to detail only possible when the love of the game consumes all.