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As the U.S. Open turns New York into a monthlong stage, brands are racing to capture attention beyond Flushing Meadows. With tickets scarce and social media stirring FOMO, companies from beauty to coffee are opening tennis-themed pop-ups across the city. These activations promise courtside energy, product launches, and free samples for fans who can’t get into the stands.
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What was once a sports event is now a cultural moment. The tournament draws fashion, food, and lifestyle coverage. That makes it an ideal platform for brand introductions and product trials.
- Large, diverse audiences gather in and out of the venue.
- High-profile weekends such as Finals Weekend generate concentrated traffic.
- Social media amplifies live activations, boosting brand reach.
Brands use off-site pop-ups to turn city foot traffic into engagement. Those activations are cheaper than on-site sponsorships but still deliver shareable moments.
Where to find brand pop-ups around New York City
Multiple companies staged activations in neighborhoods across Manhattan and Brooklyn. Many events focused on giving visitors a slice of the Open experience without a ticket.
Evian: 200-year celebration with a tennis tie-in
Evian, an official partner of the tournament, marked its bicentennial with a public event in DUMBO. The activation combined entertainment, French-inspired food, immersive installations and branded beverage carts.
- Location: Dumbo Archway, Brooklyn.
- Features: interactive displays, live music and sampling.
- Promotions: sweepstakes offering a prize package including courtside tickets and a stay at Evian’s Hôtel Royal.
Sephora: beauty services meet Finals FanFest
Sephora, the tournament’s first official Beauty Retail Partner, launched a series of pop-ups timed for Finals Weekend. The chain offered on-site foundation shade matching and exclusive giveaways at FanFest.
- Services: foundation matching for brands like Haus Labs and Armani.
- Events: earlier in the month, Sephora hosted a “Gloss Games” activation at its Astor Place store.
- Audience: creators, shoppers and attendees seeking beauty samples and demos.
Eos: athlete-led activations and community clinics
Beauty label Eos teamed with tennis pro Ayan Broomfield to stage a weekend of community-focused events. The program promoted Ayan’s Aces, an initiative to expand opportunities for women and minorities in tennis.
- August 21: creator and athlete brunch to spotlight the initiative.
- August 22: two tennis clinics serving 100 women of color.
- Goal: combine product promotion with social impact and accessibility.
Carley Caldas, Eos’s senior vice president of marketing, said the brand is shifting toward sports-driven activations to reach new audiences. Eos leans on athlete partnerships to make tennis marketing authentic.
Lavazza: showcasing a new single-serve coffee system
Returning as the U.S. Open’s official coffee partner for the 12th year, Lavazza used the tournament to promote Tablì, a single-serve system made of coffee.
- On-site presence: Court 6 Coffee Bar & Lounge with signature Tablì drinks.
- City pop-up: USTA Fan Experience at Hudson Yards, Aug. 30–Sep. 5.
- Retail tie-ins: specialty drinks served at Eataly locations and Virgin Hotels NYC.
- Additional events: a Tablì activation with Highsnobiety in the Meatpacking Collective.
Daniele Foti, Lavazza North America’s marketing VP, noted the brand used the Open to let consumers try the new format. Putting product samples in public spaces accelerated buzz for Tablì.
How pop-ups extend tournament reach
Brands that are not official sponsors still tap into the Open’s momentum. Pop-ups create presence without the expense of formal partnerships.
- Non-sponsor activations build awareness among city residents and tourists.
- Events are timed around high-attendance dates to maximize impressions.
- Influencers and creators amplify activations online, creating earned media.
Pop-ups bridge the gap for fans who can’t access the tournament. They recreate atmosphere with screenings, clinics, product trials and themed menus.
What fans can expect from these activations
Across events, common elements aim to replicate spectating fun. Expect product giveaways, interactive games, live demos and branded food or beverages.
- Sampling stations for new drinks and beauty products.
- Interactive installations and photo opportunities.
- Instructional clinics with pro players or coaches.
- Promotional contests and sweepstakes tied to on-site prizes.
Events are often free and open to the public. Many brands also use ticketed experiences for limited VIP access.
Timing and practical tips for attending pop-ups
Most activations coincide with qualifying rounds and the tournament’s high-profile weekends. Fans should check brand channels for exact hours and RSVP requirements.
- Follow brand social accounts for real-time updates.
- Arrive early for limited samples and giveaways.
- Expect lines during peak hours, especially near Finals Weekend.
These pop-ups turn New York City into an extended U.S. Open fan zone. Whether you want a free product trial or a tennis clinic, there are multiple ways to join the action across the five boroughs.
