THE FUTURE IS RADICAL.

As one of HEAD's most anticipated racquet releases in years, the 2016 Radical featured technology as futuristic as its appearance. Superstar Andy Murray was the face of a campaign targeted at a scrutinizing next-gen audience who can tell BS from genuine innovation. If a racquet was going to represent the future of tennis, there's only one place it could be possibly come from ... the future.

A TV spot, which launched during the Australian Open, portrayed the racquet's futuristic, chaotic radicalization of the world.

YouTube/Instagram videos, also featuring Andy Murray, began teasing the racquet's November release in late September.

Video content featuring Andy Murray was supported by additional behind-the-scenes and Instagram videos teasing the aesthetic of the futuristic racquet.

On the eve of the Radical's release, a party at ProDirect in London was highlighted by Murray arriving in a car covered with the racquet's graphics.