Don't lean back, lean in: Grammy-nominated rapper, actor and native New Yorker Fat Joe is lending his voice to the US Open's "Spectacular Awaits" marketing campaign in 2024.
The "Terror Squad" founder, born Joseph Antonio Cartagena, joins other luminaries including Lin-Manuel Miranda, Queen Latifah and social media star Cookiee Kawaii in narrating the tournament's annual campaign, which serves as a kick-off, of sorts, on the road to Flushing Meadows each year. It will debut on national television beginning on May 31, in advance of US Open tickets going on sale to the general public on Monday, June 3, via Ticketmaster and USOpen.org.
Nicole Kankam, the USTA's managing director for pro tennis marketing and entertainment, called the rapper both a New York City and cultural icon who is "a great representation of the US Open experience."
“His presence is undeniable and he’s the perfect match for the growing energy, excitement and profile of the US Open," she said.
The concept for this year's version of the established "Spectacular Awaits" campaign, which features two distinct spots, was developed in collaboration with the creative agency Dentsu Creative. The Bronx native's dulcet tones highlight both the talent who'll shine on the Open’s courts in "the next chapter of spectacular"—including defending champions Novak Djokovic and Coco Gauff—as well as the exhilarating on-site fan experience.
“Get your game face on and your game day 'fit on too,” croons the hit-maker, known for his chart-topping earworms including "Lean Back" and "What's Luv?". But he also has a personal connection to tennis through his autistic son, Joey.
“He's had a tennis ball in his hand for his whole life,” he says. “If you look on my social media, on his birthday ... we’ve done tennis ball cakes! That’s his favorite thing. It feels like protection to him.”
The 2024 US Open will be held over three weeks from Aug. 19 through Sept. 8. The excitement begins with US Open Fan Week, where fans can enter the grounds of the USTA Billie Jean King National Tennis Center free of charge and enjoy the US Open Qualifying Tournament, where players compete to earn their spot in the main draw, and other special events. The main draw begins on Aug. 26.
US Open tickets go on sale to the general public on June 3, but American Express Card Members can get early access now via a presale that runs through Saturday, June 1 at 11:59 p.m. ET, while supplies last.
