Grey London celebrates unknown tennis legend Bob Lutz with US sneaker brand Autry

Autry, the US sneaker brand that last year launched a special model dedicated to American tennis legend Bob Lutz, has marked the opening of this year’s US Open finals with a social film to mark Lutz’s 75th birthday.

Bob Lutz was one of the top US players of his era, winning 43 doubles and 11 singles titles, a winner of 5 Davis Cups with the US team, and a 5-time US Open doubles champion.

Since then, his legacy has been largely left to the historical record – and rarely remembered. Autry’s new campaign is intended to hero Bob Lutz’s legacy, including Autry’s Bob Lutz sneaker launched last year.

The 60-second film describes what it takes to be a legend and one of the strongest US players of all time – despite the fact many today may not have heard of him: “The man, the legend, and now the shoe”.

The campaign, directed by Em Cole through Twin Productions, also includes a product focused film called “Hypebeast x Autry” with the brand's punchy view on drop culture film, to announce Autry’s landing in the US.

Maura Grange, chief executive officer of Autry International, said:“Bob Lutz is one of the iconic champions of the seventies and eighties. We’re proud to immortalize his achievements with a testimonial sneaker that recalls a golden era of tennis, one which continues to have an influence on style outside the sport.”

Bob Lutz, five-time US Open doubles champion, said:“Everyone seems to know my doubles partner through a white sneaker, it seems only right that I finally have my own. I want to thank Autry for making a beautiful sneaker, and a campaign that reminds the tennis world of my legacy.”

David Wigglesworth, ECD at Grey London added:“Being able to team up again with close friends to work on a brand as effortlessly cool as Autry has been a dream come true. They have real creative vision and deeply understand their role in culture. Watch this space Action People.”

Autry, known as “the shoes with the American flag”, has grown from strength to strength in recent years, establishing a cult following. The new campaign marks Autry’s first formal outing in US media/PR and is Grey London’s first work for the brand.