Ahead of the US Open, Andy Murray stopped by the adidas Sport Performance SoHo store in New York to meet with 100 lucky fans. The appearance featured a photo-booth where fans were able to take pictures with Murray and imitate his signature fist pump. adidas is now looking for fans to get behind Murray with a series of challenges on Twitter, Instagram and Facebook.

Throughout the tournament, fans can share their own fist pump images via Instagram to show their support. Tag your photos with #allinforMurray for a chance to win daily prizes, including signed tennis product. The best entries from the competition will be compiled and shared through adidas’ and Murray‘s social channels.

Novak Djokovic and surprise guest golfer Adam Scott at UNIQLO flagship store:

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Photos by UNIQLO

Ahead of next week’s US Open, tennis fans have the opportunity to meet 2013 Wimbledon champion Andy Murray at the adidas SportsPerformance Store in New York City tonight. Spend $75 or more on tennis product and you’ll be granted access to the event.

adidas Sport Performance Store
610 Broadway Boulevard New York, NY 10012
August 20th, 6:00-7:00 p.m. EST

Andy Murray adidas NYC

This is a guest post by Andreas Plastiras

When Britain’s Andy Murray reached the pinnacle of his sport by recording his first Wimbledon victory – becoming Britain’s first male champion since the great Fred Perry some 77 years ago – the feel good factor around tennis in the UK soared to new heights. One could argue, therefore, that classic Belgian beer brand Stella Artois selected an ideal time to re-associate itself with the sport by sponsoring the BNP Paribas Tennis Classic – an upmarket tournament that took place at the Hurlingham club, London between June 17-21st. Indeed, this represented the first foray into tennis for Stella in the UK, since it gave up its title sponsorship of the Queens Club in 2008. Further more, the brand launched its Connoisseur Series – “a collection of exclusive video portraits, each providing an intimate look into the world of renowned quality craftsmen” – to be shown on its newly launched UK-specific YouTube channel. And two weeks prior to Murray’s historical victory at SW19, Stella Artois published a video to the channel – as part of its digital campaign launched in early June – concentrating on the former world number five, charismatic Frenchman Henri Leconte; and it is this uniquely shot video that I wish to focus this article on.

Leconte’s video is the fourth in a series of published videos that sees Stella Artois capture an insight into the minds of renowned directors such as Wim Wenders and stars of the sporting world such as Polo player Jamie Morrison. Each video in the series is preceded by a short 20 second trailer (of which Leconte’s trailer has received the highest number of views of any video published to the channel) and directs fans to the Stella Artois UK Facebook page where more related content, including further Tennis activations revolving around the serve and the chalice glass can be found.

In his video, Henri Leconte provides his compelling views on his own journey to the professional game, and the passion and dedication required to reach such heights. The former French Open Doubles winner also casts an interesting assessment into the more “pressured” and “results” based state the game is currently in, which Leconte suggests raises the importance of individual personality and character to shine through and assist players in thriving in such an environment. Of course, this is neatly related to the unique and steady “pouring ritual” required to perfect the skill of providing the perfect pint of Stella – a distinctive appeal of the brand.

The videos encapsulate the classic essence of the Stella Artois brand and subtly links the key advertising focus of the “chalice glass” with a high quality, well-shot film that has enabled Stella to effectively begin the process of re establishing its tennis association in the UK; there has never been a better time do so.

Robinsons Wimbledon 2013 advert

In 2009 Robinsons worked on a campaign celebrating the nation’s love for tennis during Wimbledon and out hope that, one day, we would see a British winner. Following Andy Murray’s win on Sunday, Robinsons has updated the original ad to celebrate the Scots success at Wimbledon:

The ad originally aired four years ago and featured people celebrating a British champion as the voiceover said “it will happen again, and we’ll be proud to be part of it”. The new version of the ad now ends with the line “worth the wait wasn’t it?”.