Andy Murray OBE served up another ace last night at the launch of the HEAD Graphene XT Radical Series at the iconic Pro:Direct LDN19 store in London.

Freshly suited and booted and greeted by crowds of fans, Andy delighted admirers as he activated the LDN19 store transformation for the launch of the HEAD Radical collection.

The first of its kind digital retail sports store was transformed by Andy Murray through a bespoke audio visual display, radicalising the store inside and out and illustrating the extreme power and creativity behind the new HEAD Radical collection. Right after the initiation of the radical power the store was open to public to become the first location worldwide for tennis enthusiasts to get their hands on and buy the brand new Radical racquets and bags.

The event is accompanied by an exclusive YouTube video featuring Andy Murray demonstrating the true power of Radical style and effect! Johan Eliasch, CEO at HEAD said: “For the launch of the HEAD Radical collection we needed to create a moment in time which was truly radical. Andy Murray’s star power helped us achieve this and the launch was a great success. Pro:Direct LDN19‘s digital store is a perfect location to launch the new HEAD Radical collection. We hope the event will inspire young players to become the next generation of future tennis stars.”

Ned Ozkasim, Event Manager at Pro:Direct says: ‘We are delighted HEAD chose Pro:Direct to host such an iconic launch, and it was a great honour to have Andy Murray with us at our store for our first ever tennis event. The HEAD Radical has such heritage and the launch of the latest Radical technology tonight created a genuine buzz. Our digital store was conceived and created to be a home for events such as this and as the professionals‘ choice online, we are looking forward to doing more of the same. It was a fantastic night.

Endorsed by Andy Murray, the new HEAD Graphene XT Radical racquet series, launching together with a stunning collection of accessories, commands attention through its youthful and dynamic design. Consumers will enjoy more power and maneuverability than ever before thanks to the revolutionary Graphene XT Technology, making the Radical series the perfect choice for creative, versatile players.

The Graphene XT Radical racquet series will come in six models (PRO, MP, MPA, REV PRO, S and LITE) to match the different playing levels of versatile players everywhere. The new racquet and matching collection of accessories will be available at selected retailers November 13, 2015. Tennis fans and players alike can continue to turn heads both on and off the court with the new range of Radical apparel featuring the same Radical look, available January 2016. The future is coming, and it will be Radical.

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