Revealing the brand’s freshness at the heart of the Rolex Paris Masters

An iconic global brand, evian® has long stood at the crossroads of purity, youth and lifestyle. On the occasion of its new partnership with the Rolex Paris Masters, evian® set out to establish itself from its very first activation as a partner that truly matters, one capable of creating an experience that is visible, desirable and long-lasting.

The challenge was twofold:

• To position evian® as a key player of the tournament, beyond simple brand presence.

• To deploy a coherent brand territory capable of living before, during and after the event, reaching the general public as well as media, influencers and VIP guests.

At the heart of this was a physical activation at the Paris La Défense Arena, designed as a multi-sensory space for visitors. The stand welcomed guests with a striking visual treatment — from architecture inspired by alpine landscapes to playful tennis-inspired elements. The space became a hub of interaction: a city-tennis court, photo moments, hydration zones and areas designed for content creation. Through this, evian® didn’t just sponsor the tournament — it became part of the tournament experience.

The strategic idea

We imagined an activation conceived as a true brand ecosystem, built around a strong concept: “Alps Made, Paris Served.”

A creative and narrative thread designed to connect:

• evian®’s Alpine origins,

• the urban and sporting energy of Paris,

• and the most prestigious indoor tennis event of the season.

The objective was to create a seamless experience: from digital content to the in-stadium activation, from the VIP lounge to PR and influencer activations.

The activation

We designed a launch teaser conceived as a true visual signature, featuring Arthur Fils and generating over 6 million accounts reached. The film creates a dialogue between mountains and city, purity and rhythm, brand DNA and tournament codes, while subtly embedding evian® into the Parisian environment.

This content enabled us to:

• immediately establish the partnership,

• create an initial peak of visibility,

• and lay the creative foundations for the entire activation.

An iconic and accessible in-stadium experience

At the heart of the tournament, we imagined an immersive stand. A true evian® playground. Inspired by the “Mountain of Youth” concept, the space offered a playful, premium Alpine reinterpretation of tennis: mountain-shaped structures, a pink court, participatory experiences and an iconic photobooth.

Designed for all audiences, including people with disabilities, the stand quickly became one of the tournament’s most visited areas, attracting families, fans and content creators alike.

A VIP lounge as a brand showcase

Complementing the stand, we designed the evian® lounge as a true experiential showcase. An immersive space, clearly visible from the stands, extending the brand’s visual universe through its signature colours, materials, lighting, comfort and hospitality.

The lounge became:

• a premium hosting space,

• a PR tool with a 95% occupancy rate,

• and a powerful influence lever, welcoming journalists, personalities and content creators in a coherent and desirable setting.

An integrated influence and PR strategy

Finally, we deployed a global amplification strategy combining paid collaborations, targeted invitations and media relations. The objective was not volume, but the relevance of profiles, the quality of the content produced and alignment with evian®’s DNA.

Lifestyle, sports, premium and media influencers were invited to experience evian® from the inside, generating spontaneous content that was widely shared and strengthened the brand’s organic visibility throughout the week. Beyond performance metrics, the activation allowed evian® to:

• make a strong impression from its very first year as a partner,

• establish itself as one of the most visible and memorable partners of the tournament,

• and lay the foundations for a long-term rendezvous capable of evolving over time.

The overall coherence of the activation, from the teaser to the stand, from the lounge to social content, created a strong, instantly recognizable identity, perfectly aligned with the brand’s objectives.

For this project, we approached evian® not as just another sponsor, but as a brand-experience: a brand capable of telling a story, creating connections, generating content and transforming a sports partnership into a true driver of desire and preference.