As the 2026 summer tennis season gets underway, Lexus has delivered one of the most ambitious sporting stunts of the year, launching tennis balls to the edge of space before bringing them back to Earth for a special first serve from British tennis star Alfie Hewett OBE.
The luxury automotive brand combined aerospace engineering, precision technology and its longstanding commitment to tennis in a campaign designed to celebrate the start of another exciting season on the court.
Lexus Takes Tennis Beyond Earth’s Atmosphere
In a first-of-its-kind activation, Lexus developed a bespoke aerospace capsule capable of carrying tennis balls more than 110,000 feet (33,528 metres) above the Earth’s surface.
Lifted by a stratospheric hydrogen balloon, the capsule ascended beyond 99.5% of Earth’s atmosphere, reaching an altitude where atmospheric pressure is just 0.7% of that experienced at sea level. The tennis balls were exposed to near-vacuum conditions while suspended against the backdrop of Earth’s curvature and the darkness of space.
The project showcased Lexus’ focus on innovation and engineering excellence, qualities that mirror the precision demanded by elite-level tennis.
For more information about the campaign, visit the official Lexus page: https://www.lexus.co.uk/discover-lexus/partnership/new-balls-please
A Space Journey Ends at the National Tennis Centre
After safely returning to Earth, the tennis balls continued their remarkable journey in a Lexus NX SUV before arriving at the National Tennis Centre in Roehampton.
There, the spotlight turned to Alfie Hewett OBE, Great Britain’s and the world’s number one men’s wheelchair doubles tennis player, who stepped onto court to deliver what may be the most unique first serve in tennis history.
Speaking about the experience, Hewett said:
“I’ve started many seasons throughout my career, but serving with a ball that has just returned from space is an incredible first. As players, we’re constantly pushing boundaries and looking for that extra edge, so kicking off the summer with this unprecedented first serve was the perfect way to set the tone for the season ahead.”
Lexus Strengthens Its Commitment to Tennis
The campaign arrives as Lexus continues to expand its involvement in professional tennis.
The manufacturer remains Platinum Partner and Official Automotive Partner of the ATP Tour, Official Automotive Partner of the Lawn Tennis Association (LTA), and continues its partnership with Sky Tennis.
Throughout the 2026 season, Lexus will sponsor 12 ATP tournaments across Europe, including prestigious events such as the Rolex Paris Masters and the season-ending Nitto ATP Finals.
Chris Hayes, Director of Lexus UK, explained the thinking behind the campaign:
“At Lexus, our commitment to precision engineering and creating amazing experiences is at the core of everything we do. To mark the start of the tennis season, we wanted to push the boundaries of technical innovation.”
He added:
“By engineering a bespoke capsule, capable of navigating the edge of space and returning to Earth with millimetre accuracy, we mirrored the craftsmanship that defines both professional tennis and the Lexus brand.”
The Team Behind the Mission
The ambitious project was delivered in partnership with Sent Into Space, a specialist high-altitude research and marketing agency known for executing innovative stratospheric missions.
The company has worked on a variety of aerospace campaigns that blend scientific expertise with creative storytelling.
Learn more about Sent Into Space at: https://www.sentintospace.com/
A New Benchmark for Sports Marketing
As brands increasingly look for creative ways to connect with fans, Lexus has raised the bar with a campaign that literally took tennis beyond the limits of Earth’s atmosphere.
By combining aerospace technology, elite sport and automotive innovation, the brand has created a memorable opening shot for the 2026 tennis season—one that will be difficult to top both on and off the court.
