Even the best can get better at something

BETC PARIS AND YoPRO CELEBRATE CARLOS ALCARAZ IN THEIR NEW CAMPAIGN. NOT FOR BEING CROWNED WORLD NO.1 IN TENNIS, BUT FOR RANKING NO.193,728 IN GOLF.

YoPRO launches a bold new campaign in Spain using its brand ambassador like never before.

Most brands working with athletes show them doing what they do best: dominating and winning.

But YoPRO is not like any other sports brands. They don’t celebrate perfection, they celebrate progress and progress is never a straight line. It's messy, it's human, and that’s where real joy and real growth happen.

By showing Carlos learning instead of excelling, YoPRO is proving their commitment to their mission of helping people progress.

“As a brand, we believe there’s no greater joy than feeling challenged, and little by little, getting better at something, said Carrie Mesing - Global Director, Brand Equity & Communication at YoPRO. That’s why we were excited to feature Carlos’s work in progress, golf swing because we stand for progress. And everyone wants to make progress at something, even Carlos Alcaraz.”

In this graphic, playful, and slightly self-deprecating film, we celebrate Carlos trying and failing on the course with plenty of missed swings, duff shots and close calls, all while YoPRO keeps him fueled through the stumbles. In the end, he’s closer than ever to nailing a hole-in-one proving that even the best can get better at something.

Spanish directing duo XOXO brought the film to life, capturing the playful energy of the shoot and bouncing off their fellow Spaniard with ease. And Carlos? He was more than happy to lean into the idea, laughing at his own mis-hits and showing that even champions are a work in progress.