Alex Zverev signs with adidas

adidas announced the signing of rising star Alex Zverev. It’s adidas second big signing after Tomas Berdych earlier this year.

Other adidas tennis ambassadors include 2016 Australian Open champion Angelique Kerber, Simona Halep, Garbine Muguruza, Caroline Wozniacki, Ana Ivanovic and Jo-Wilfried Tsonga.

and it seems Alex has already found a new meaning for a d i d a s:

Now we all know now @domithiem haha @adidastennis

Une photo publiée par Alexander Zverev (@alexzverev123) le

Rafa Nadal

On the eve of the Australian Open, Maria Sharapova, Rafael Nadal, Kei Nishikori and a few other top players attended the IMG party at Crown Towers in Melbourne. Enjoy some pictures from the event:

The green carpet

2014 Australian Open champion Li Na:

Li Na (China)

DSC_0865

Kei Nishikori:

Kei Nishikori (Japan)

 
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New year, new gear

A few players signed new clothing deals during the off season, the most notable is Tomas Berdych who switched from H&M to adidas. Does that mean no more wacky outfits for Tomas? I’m eager to know if the Swedish brand will sign another player or stop the experiment there.

Lacoste has lost 3 top players: John Isner signed with Fila, David Goffin joined asics, and although nothing has been announced yet, it seems Timea Bacsinszky moved to asics too.

Another new asics recruit is Julia Goerges, who left Fila.

And Elina Svitolina – a previous ellesse ambassador – announced her signing with Nike on Instagram:

Hello @nike

Une photo publiée par Elina Svitolina💃🏼 (@elisvitolina) le

NikeCourt steal the show in New York City

Tennis legends and up-and-coming players met on the street-turned-court in Manhattan to celebrate the 20 years of the Guerilla Tennis commercial featuring archivals Andre Agassi and Pete Sampras.

#tbt Hard to believe it has been over 20 years since Pistol and Andre Agassi pulled this off. Nike Tennis is coming 8.24 on Nike_NYC snapchat to #stealtheshow

Posted by Pete Sampras on jeudi 20 août 2015

Check out the video and a few pictures below:

NikeCourt steal the show

Serena, Rafa, Maria and Roger enjoying the action:

NikeCourt steal the show

Serena Williams:

NikeCourt steal the show

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Novak Djokovic with Wimbledon trophy

Djokovic sponsors took to Twitter to celebrate his third Wimbledon title, and given the low number of retweets for such big brands, some of them should hire new social media managers and rethink their sponsorship strategy. Let’s have a look at Djokovic sponsors messages on Twitter:

Uniqlo

adidas

Peugeot

Head

Seiko

Social media are a really powerful and cheap way to reach fans and consumers, but Uniqlo, adidas, Head and co failed to promote their champion and their product. The number of retweets and favorites is really low (only 3 retweets for Uniqlo UK!) and it’s not really surprising as these tweets share the same flaws:

bad timing: social media activity reaches his peak during the match and the trophy ceremony, so why wait the next day to react and engage with the fans? That’s what Uniqlo, Peugeot and Seiko did. Peugeot even shared a link to their online game, available only two days later; that really makes no sense.

bad use of hashtags: no hashtags in Seiko’s tweet, no #Wimbledon hashtag for Uniqlo UK and Head, no #NovakDjokovic hashtag or @djokernole mention by adidas, while Peugeot use #TeamDjoko in the picture but #NoleFam in the message…

no call to action: only Peugeot shared a link to their online game. Both Uniqlo and adidas should have added a link to their online store, to buy Novak’s outfit and shoes.

no storytelling: as you can see, Djokovic sponsors (except Seiko) chose a simple message and picture to congratulate their champion: no use of twitter video, vine or gif. Only adidas and Head put a little effort in the image used, while Uniqlo UK’s picture is of such a bad quality you can’t even see clearly the logo on Djokovic jacket. The texts are really bland and Peugeot’s message is quite confusing: “a great opportunity to play on grass”.

On the contrary, Nike did a really good job with their Serena Williams celebratory tweet:

The picture shows the swoosh, the “Just do it” slogan and the Nike Court logo, the green color suggests Wimbledon, while the text sums Serena’s Grand Slams wins. Only things missing are #justdoit and #Wimbledon hashtags as well as a link to buy Serena Williams dress or NikeCourt Flare shoes.
The result: 2,200 retweets and 2,700 faves; that’s more than Uniqlo, adidas, Head, Peugeot and Seiko’s numbers combined.

Also read:
adidas and Novak Djokovic: the one that got away
Social media, the star of Wimbledon 2014
Twitter and Wimbledon 2014: what have the players been up to?

Raonic stars in New Balance commercial

New Balance is in beta mode. New Balance debuted a new brand platform – Always in Beta – the brand’s “promise to relentlessly improve, to never stop pushing and to always strive for more.”
The company’s marketing message centers on the brand’s intent to improve upon the products created in its 100-year-plus history.

That theme will be played out in a new television commercial called The Storm, that follows a young woman pushing through her limits with the help of other athletes, among them tennis players Milos Raonic, Heather Watson and Nicole Gibbs.

It is New Balance’s first global campaign, “an attempt to become a truly international, multisport athletic brand like its rival with the Swoosh.”
While “long known for running shoes and casual footwear”, New Balance has recently branched out into football, baseball, tennis and cricket. New Balance CEO Rob DeMartini said,

“It’s an effort to position our brand up against the biggest in our category in footwear, apparel and accessories and in multiple sports.”

Also read:
Milos Raonic Wimbledon outfit
New Balance signs Heather Watson
New Balance press day: SS15 collection