How the USTA put its purpose-driven mission into play.

When the United States Tennis Association( USTA) aspired to grow tennis to 35 million players by 2035, its leaders knew they’ d require backing by all 1,700 staff and Section members, and countless volunteers.

Bringing tennis to anyone who’ s dreamt of picking up a racquet meant motivating that team so they felt connected and recognized for doing their best work.

The USTA started by establishing a purpose-driven mission statement— Growing tennis to inspire healthier people and communities everywhere— and core values( Community, Inclusion, Wellness). This required rigorous approvals with the USTA Board of Directors and executive stakeholders. The resulting culture code was destined to be much more than words on a wall— it informed the way the organization structured, resourced and measured business impact.

The USTA debuted its culture code on stage at the USTA Annual Meeting & Conference, and in a personalized engagement exercise where thousands of team members were inspired for the year ahead.

USTA leaders were provided with Purpose & Values Playbooks and strategic storytelling guides to turn the mission and values into muscle memory.

The USTA also took its mission to the US Open, where 100,000 + fans from around the world stepped into an annual immersive booth experience celebrating accessibility and inclusion.

The USTA later conceived a story-driven employer brand and Employee Value Proposition( EVP)— Champion What Matters— to attract talent and empower staff to grow their careers alongside the sport. The EVP transcends the USTA’ s career sites and recruitment campaigns, and is also integrated into its HR practices, from Leadership & Development to Total Rewards.

To pull it off, the USTA partnered with Orlando- and Kansas Citybased Knight Agency, who helped make its 2035 ambition feel less like a target and more like a movement— proof of what happens when business is built through human connection.

Team members personalized their purpose at the USTA’ s Annual Meeting & Conference.

Guests activate the USTA’ s purpose-driven mission at the US Open Equity Experience.

Real team member purpose stories are at the heart of the USTA’ s employer brand.

To learn more, visit knightagency. com.