Following a formal RFP process, New York-based Carrot Creative has been awarded social media agency of record duties for sporting goods brand, Wilson, which as you may or may not know puts out tennis racquets used by Roger Federer and a ball that serves as Tom Hanks‘ best friend in Cast Away among other things.

Anyhow, as Wilson’s new social media AOR, Carrot, which would not disclose the incumbent on the biz, will work on social strategy across the brand’s sporting lineup including baseball, its baseball bat line DeMarini, football, volleyball and soccer. Seeing as it’s that time of year and all, Carrot’s first order of business was to create a Tumblr site to tell us the tale of the Wilson Super Bowl football.

Regarding his company’s decision, Wilson VP of marketing Tom Gruger offers this statement: “Carrot was a great choice for Wilson; their passion for sports, community building and depth of digital knowledge will greatly contribute to our ability to unify Wilson’s brand online. As a brand, we’ve been connecting with a player’s sports journey for 100 years. We get it; the hard work, the commitment, the joy in the process. Social is a fantastic way to support our player’s journey, to let them know we’re there with them, helping them attain their goals.”