Number 142
Image source: Marvel
USTA & Marvel Team Up To Honor A Legend
Featured Focus:
Partnerships For Good, Arts & Culture,
Education
Scope of Impact:
National
Scouting Report: On the last day of the 2025 US Open, we put the spotlight on the USTA and Marvel partnership. They have joined forces for a second straight year, launching a collaboration that amplifies and honors the life of Althea Gibson, the legendary tennis pioneer. Here’s the breakdown:
A Tribute to a Trailblazer: The USTA and Marvel released a special edition comic book to celebrate the 75th anniversary of Gibson breaking the color barrier at the US Open in 1950.
Strategic Narrative: The comic’s storyline integrates the Fantastic Four, who are taught about Gibson’s life and legacy, creating an educational vehicle that resonates with a broad and diverse audience.
Community-Driven Activation: Over 40,000 free print copies of the comic were distributed to fans during the week of the US Open, transforming a fan-facing event into a powerful conduit for community education and historical awareness.
The USTA’s mission, as defined by its philanthropic arm, the USTA Foundation, is to "transform lives through tennis & education" by supporting young people in under-resourced communities nationwide.
This initiative aligns directly with that mission. The comic book is not merely a promotional item, it is a tool of empowerment. It uses the visual language of comics to provide a history lesson that reinforces the values of perseverance, courage, and breaking barriers, all central tenets of the USTA Foundation’s work.
This is not the first time Marvel does this kind of partnership. They were a part of a similar initiative with Minor League Baseball (Defenders of the Diamonds). This is a great way for them to deepen their brand loyalty amongst fans but also to educate their younger audience about hero like figures that they likely would not have heard of otherwise.
We really love this partnership!
In terms of leveling up, we would have loved to see Marvel produce a figurine of Althea Gibson for sale, with the proceeds going to a nonprofit supporting kids access to tennis in underserved communities.
From a USTA standpoint, why restrict the activation only to the first week of the US Open? Why not double down and extend it to the second week as well, with more of a spotlight on Althea Gibson through the eyes of the players competing in the tournament.
