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DJ Mohawke celebrates Wimbledon in 'Always Like Never Before' campaign

In anticipation of this year’s Championships, The All England Lawn Tennis Club has unveiled its 2023 campaign, Always Like Never Before. This year’s creative platform features a historic series of ‘like never before’ moments at SW19 and, in an exciting and contemporary move, Wimbledon has joined forces with Scottish-American hip-hop and electronic producer, composer and DJ, Hudson Mohawke, on an electrifying soundtrack to set the tone for the launch.

Spearheading the campaign is a rousing trailer which fuses a mixture of archive footage, illustration, animation and photography to reimagine historic Wimbledon moments as timeless, epic filmic posters, a media release said.

Each montage heroes and immortalises iconic Wimbledon moments from the likes of Serena and Venus Williams, Roger Federer, and Rafael Nadal, Bjorn Borg and John McEnroe juxtaposing them with contemporary history makers and rising stars like Coco Gauff, Nick Kyrgios, Ons Jabeur and Alfie Hewett.

The trailer recognises the historic and career-defining moments that have taken place on the world’s most prestigious tennis stage, Wimbledon. Established tennis heroes take a bow, and the viewer is invited to engage with a new generation of tennis talent who are ready to break the mould and re-write the record books. The trailer can be viewed here...


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