World No. 1 Aryna Sabalenka is no stranger to headlines. Whether it’s her fiery on-court performances, her rise to the pinnacle of women’s tennis, or the scrutiny that inevitably comes with being a top athlete, Sabalenka has often been the subject of chatter. But as she prepares to defend her US Open crown in New York, the reigning champion is turning that noise into fuel—launching a new campaign with hydration brand Electrolit, aptly titled “Rumor Has It.”
The Concept Behind the Campaign
The “Rumor Has It” campaign is both a clever marketing play and a personal statement from Sabalenka. As one of the most dominant figures on the WTA Tour, she has often had to contend with speculation—about her fitness, her mindset, and even her ability to stay consistent under pressure. Rather than shy away from the noise, Sabalenka is choosing to address it head-on, with the campaign emphasizing that the only truth worth believing is the one told by her actions on court.
In the short ad spot, Sabalenka showcases her typical mix of intensity and charisma, while the tagline delivers a clear message: rumors may swirl, but her results speak for themselves.
“There’s always talk, but I like to let my game do the talking,” Sabalenka explained in a press release. “Behind every point is training, focus, and the right hydration to keep me going. This campaign with Electrolit is a reminder that the truth is always in the work.”
Perfect Timing for New York
The timing of the campaign could not be more strategic. Sabalenka has just wrapped up her Cincinnati Open run and is heading into Flushing Meadows as the top seed and defending champion. In 2023, she claimed her first US Open title with a powerful hard-court display, and in 2024 she solidified her place at the very top by consistently dominating the tour. Now, with the spotlight back on New York, the “Rumor Has It” campaign aligns perfectly with her competitive narrative: silencing doubts, dismissing distractions, and focusing entirely on her title defense.
The US Open is not just another tournament for Sabalenka—it’s her proving ground. The Big Apple brings the loudest crowds, the most intense atmosphere, and the kind of energy that mirrors her own fierce personality. Pairing a bold campaign with her return to the city feels like the perfect match.
The Message Beyond Marketing
For Sabalenka, this campaign is more than just an ad—it’s a statement of identity. In an era where athletes are increasingly expected to engage with narratives both on and off the court, Sabalenka is carving out her space as someone who refuses to be defined by outside voices.
The theme “Rumor Has It” acknowledges the chatter without being defensive. Instead, it transforms gossip into motivation. By centering the message around hard work, preparation, and hydration—the pillars of her partnership with Electrolit—Sabalenka is reinforcing the idea that consistency and discipline are what really matter.
It’s a subtle reminder to fans and critics alike: while others talk, champions act.
Partnership with Electrolit
Electrolit’s choice of Sabalenka as a brand ambassador makes perfect sense. Known for her explosive style and demanding physical game, Sabalenka requires endurance and peak hydration levels to perform at her best. The brand’s emphasis on rehydration and energy restoration fits seamlessly with her identity as one of the fiercest competitors on tour.
By aligning with Sabalenka right before the US Open, Electrolit ensures maximum visibility at one of the sport’s biggest stages, while Sabalenka leverages the partnership to reinforce her professional brand—disciplined, unstoppable, and thriving under pressure.
Looking Ahead: Title Defense in NYC
As Sabalenka enters the US Open, the expectations are sky-high. The “Rumor Has It” campaign adds an extra layer of intrigue to her journey. Will she prove, once again, that the noise doesn’t matter? Can she back up her branding with another dominant run under the lights of Arthur Ashe Stadium?
Her powerful serve, relentless baseline game, and ability to thrive in high-pressure moments make her one of the clear favorites. Yet the US Open is known for upsets, drama, and unpredictability—factors Sabalenka is all too familiar with.
If anything, the campaign’s message doubles as her mindset heading into the fortnight: let others speculate, while she focuses on results.
A Champion Who Controls the Narrative
In launching the “Rumor Has It” campaign, Aryna Sabalenka has done more than promote a product—she has reminded the tennis world of her mental fortitude and resilience. Rumors may come and go, but champions write their own story.
For Sabalenka, the story is still unfolding. And in New York, the next chapter begins.
