Always Human led the PR, social and influencer campaign for YoPRO’s 2026 Australian Open debut, translating a global partnership with world #1 Carlos Alcaraz into an activation that felt authentically Aussie.

To kick off the New Year, YoPRO activated at the Australian Open for the first time, teaming up with World No.1 Carlos Alcaraz as he made his first appearance for the brand down under. 

As YoPRO’s agency of record, Always Human led PR creative, strategy and media relations for Carlos Alcaraz, as well as on-the-ground talent management and the creation of social content for YoPRO across the brand’s owned and social channels.

The brief was simple but ambitious: turn a global partnership into something that felt unmistakably local, fan-first and culturally relevant. Working closely with both the global and local YoPRO teams, Tennis Australia, and the wider agency village, Always Human made sure the media appearance of Alcaraz was memorable, cutting through both on-site and across social, PR, and media.

Always Human first announced YoPRO’s AO debut across trade press, positioning the partnership as a major brand moment for YoPRO to bring its Feed Your Progress platform to life. 

Alongside this, a consumer announcement was circulated highlighting all the on-site offerings to be enjoyed at TopCourt, which included a Toppings Bar serving YoPRO yoghurt bowls such as Carlos’ Signature Smoothie Bowl, and an open pickleball court, inviting fans to get involved and experience the brand activation firsthand.

AH was tasked to secure top-tier media interviews for Alcaraz, and the team landed an on-court broadcast segment with The Today Show and Danika Mason, who was lucky enough to get some pickleball and nutrition tips from the Aussie Open fav. 

Alongside this, GQ had an exclusive interview, as well as a fun tiny mic where Alcaraz shared how he fuels with YoPRO pre and post-training. These interviews placed the YoPRO brand and its global ambassador at the centre of premium, mainstream storytelling throughout the tournament.

To deepen local relevance, Always Human also brought YoPRO’s existing community partnerships into the mix. A standout moment saw Melbourne Football Club players Tom McDonald, Christian Salem, and Bailey Fritsch join Alcaraz on court for a friendly game of pickleball, creating a uniquely Melbourne crossover moment featured in the Herald Sun and resonating with fans across socials.

Throughout the tournament, Always Human managed YoPRO’s owned-channel content, producing a mix of real-time and planned social that captured key moments and extended the life of the activation beyond the on-ground event. Alcaraz was woven in through considered content moments that felt natural and reinforced the Feed Your Progress story.

Always Human also hosted Team YoPRO, five of the brand’s Australian ambassadors, including hybrid athlete Bailey O’Brien and runner and ex-AFLW star Jess Waterhouse at the on-site activation, spotlighting YoPRO’s broader Australian Open sponsorship and showcasing how the brand was embedded into the overall AO experience. Their presence amplified the activation across social, extending reach beyond Melbourne Park and showcasing YoPRO’s broader AO sponsorship in action. From content capture to live moments on the ground, Team YoPRO played a key role in translating the brand experience to their niche audiences.

Across 40+ content pieces and a combined social reach of 13M, YoPRO’s Australian presence during the competition resulted in fun viral moments and partnership features that resonated with their audience nationwide. It was a clear example of how a global partnership can be brought to life locally, with fan-first moments that felt right for the Australian Open.

Following a standout tournament and victory by Alcaraz, YoPRO and Always Human are looking ahead to the continuation of the partnership in 2027 and beyond.