Sports brand HEAD opens pop-up store at One Avenue

HEAD, a global designer, manufacturer and marketer of premium sports equipment, opened a pop-up store in the outdoor square of the One Avenue shopping complex in Futian District on Aug. 15. The store will remain open through late December.

Themed “Court to Court,” the pop-up store reflects Shenzhen’s dynamic spirit of ambition, exploration and forward momentum. Its visual design draws on the linear forms of tennis to echo the city’s enterprising character, creating a dual aesthetic that combines elegant power with the speed of pursuit.

The pop-up is divided into two distinct spaces — outdoor and indoor — featuring five interactive experience zones.

A view of HEAD’s pop-up store at One Avenue in Futian District. Photos courtesy of HEAD

In the outdoor area, the “Swing to the Bay” photo spot and swing-speed measurement installation invite visitors to experience firsthand the speed, intensity and excitement of competitive tennis.

The indoor area serves as an immersive brand experience space, offering visitors a journey through HEAD’s heritage. It features a HEAD brand history wall, biographies of tennis legends, a Grand Slam trophy wall and a curated selection of content from key opinion leaders. Together, these displays offer an in-depth look at HEAD’s evolution and its connection to tennis culture.

Three key interactive experiences are designed to encourage visitors to stay and engage. In the holographic light-and-shadow chamber, dynamic footage of tennis stars and detailed visuals of racket technology are projected into the space, creating an immersive, courtside experience.

Visitors can explore the “Swing to the Bay” area and swing-speed measurement installation in the outdoor space.

At the exclusive HEAD capsule toy machine, customers who meet the required spending threshold can unlock a surprise blind-box gift. Visitors can also customize a city-exclusive T-shirt, becoming their own designers as personalized graphics are printed on commemorative shirts on the spot. In addition, anyone who makes a purchase and follows HEAD’s official social media accounts will receive a limited-edition badge commemorating the Shenzhen pop-up.

Founded in 1950 by Howard Head, the inventor of the metal ski, HEAD is a leading global premium sports brand. From developing the first aluminum tennis racket to creating professional equipment for tennis, skiing, fitness and other sports, HEAD has consistently driven innovation in sports technology with an engineer’s mindset.

A selection of the products available at HEAD’s pop-up store.

In recent years, HEAD has been accelerating its transformation from a specialist sports brand into a lifestyle brand that brings together sports culture and urban living. At the end of 2024, HEAD opened its first flagship store in China, in Shanghai — an integrated retail destination combining retail, experiences, culture and lifestyle.

Customers can customize a city-exclusive T-shirt and receive a limited-edition badge at the store.

The Shenzhen pop-up marks the next chapter in this strategic transformation. It aims to demonstrate that tennis is more than a professional sport — it can also be a lifestyle that people can see, feel and experience.

Moving forward, HEAD will continue to build on its professional expertise and brand culture to connect with more urban communities that share a passion for sport and life.