Review of Mackage “Protect Your Craft” Spring 2025 Ad Campaign with model Donna Vekić
For Spring 2025, Mackage continues its “Protect Your Craft” narrative with a campaign starring professional tennis player Donna Vekić. Set on sunlit tennis courts and coastal backdrops in Miami, the visuals underscore agility, discipline, and focus—values reflected in both the athlete’s performance and the brand’s design ethos.
This second chapter builds on the foundation set by the first “Protect Your Craft” campaign, which featured footballer Joško Gvardiol and explored themes of mental fortitude and physical endurance in high-pressure arenas. Where the first installment focused on raw power and determination in a team sport setting, the Vekić-led campaign brings a more refined, solitary elegance to the theme, translating those same ideals through the quiet intensity of tennis.
The campaign highlights Mackage’s high-performance staples: convertible jackets, lightweight puffer vests, and stretch shorts in a palette of off-white, optic green, and pale neutrals. Technical details—like waterproof membranes, mesh lining, and seam-sealed construction—are emphasized without losing sight of a sleek, streamlined silhouette. Vekić, in various moments of motion and calm, represents the idea of “protection” as both physical shielding and inner resilience.
While some shots veer into standard sportswear territory, others strike a resonant balance of strength and serenity, especially in candid moments where Vekić appears mid-swing or sun-drenched post-match. The visual direction leans clean and commercial, but the thematic throughline adds a conceptual lift.
Mackage Creative Directors | Eran Elfassy and Elisa Dahan
Model | Donna Vekić
Location | Miami, Florida