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Wimbledon’s social team is killing it.

Over six weeks, the tournament produced nearly 6,000 posts across platforms, generating 144 million engagements, 2.7 billion video views, and 2.3 million new followers.

The philosophy is simple: “Posted is better than perfect.”

Rachel Karten caught up with Will Giles, Managing Editor of Digital Content at Wimbledon, to get the download.

At the core of their system is a three-tier content framework they call Campfire, Bonfire, Firework:

• Campfire: High-frequency, low-lift content (like quick match highlights) that fuels steady engagement with existing fans.
• Bonfire: Lower-frequency, more creatively elevated content designed to reach beyond core communities.
• Firework: High-impact, low-volume moments that generate buzz, new audience reach, and off-platform activity.

And equally important are their operational principles:

• Trust and minimal approvals during the tournament. (Yes, please).
• Clear, role-based responsibilities.
• A newsroom mindset for quick-turn creativity.
• A focus on emotion over production when it comes to storytelling.

The takeaway for social pros? Structure breeds freedom.

PhotoFox AI generates professional-grade photos, videos, and ads from a single upload.

When you can’t swing the talent, sets, and reshoots, just upload one product image to get 100+ on-brand assets for ecomm, social campaigns, or ad placements.

Scale your creative production with built-in presets and brand-safe templates customized with your logos, color palettes, and typography.

Beyond studio-quality images (lifestyle, hero, flat-lay, on-white), there’s also video options like reels, turntables, explainers and more.

It’s an interesting gauge of culture when a legacy brand revisits a platform that has resonated for decades.

Nike is reintroducing its iconic mantra, “Just Do It,” to connect more with athletes of 2025 for a new global campaign.

“Why Do It?” frames greatness as a a choice, not an outcome. It’s something you attain each time you decide to begin, persist, and keep moving forward.

The campaign’s anthem film features LeBron James, Carlos Alcaraz, Caitlin Clark, Saquon Barkley, Rayssa Leal, Qinwen Zheng, and more.

It’s all about collaboration over competition, courage in vulnerability, and just getting started.