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 UK (@UNIQLO_UK) July 13, 2015
— ユニクロ (@UNIQLO_JP) July 13, 2015
— adidas tennis (@adidastennis) July 12, 2015
— Peugeot (@Peugeot) July 13, 2015
— Peugeot (@Peugeot) July 13, 2015
— HEAD Tennis (@head_tennis) July 12, 2015
Congratulations, Novak! Novak Djokovic's astonishing run of success in 2015 continued on Sunday, when he retained… http://t.co/sfgr3EgTZL
— SEIKO (@seikowatches) July 13, 2015
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”.
— NikeCourt (@NikeTennis) July 11, 2015
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.
From Tennis Confidential by Paul Fein (published in 1999):
“Given the same chance as others have had, blacks would dominate our sport as they have in other sports”, asserted Arthur Ashe, tennis first black men’s champion, in 1968.
For the first half of the twentieth century, blacks had no chance to compete at, let alone dominate, world-class tournaments. A major reason for this racial discrimination was that white athletes in tennis and other sports were afraid of competing on an equal basis with blacks.
“For 120 years, white America has gone to extraordinay lengths to discredit and discourage black participation in sports because black athletes have been so successful,” Ashe wrote in a New York times column.
In the not-so-good old days, the “Whites only” signs on tennis courts didn’t refer only to clothes. To end that separate but unequal segregation and to promote the grassroots game among black Americans, the American Tennis Association was organized in 1916. Before the ATA, black players, chiefly from the Northeast, participated in invitational interstate tournaments, the first being staged in Philadelphia in 1898. But since blacks were barred from playing in United States Lawn Tennis Association – sanctioned tournaments prior to 1940, the ATA struggled for years to ovecome that towering barrier to equality.
Despite a shortage of rackets, balls, courts, topflight coaching and funds for travel, outstanding black players such as Ora Washington, Jimmie McDaniel, and Oscar Johnson Jr emerged. Washington, a superb all-around athlete, captured seven straight ATA national women’s singles titles from 1929 to 1935.
McDaniel was “the greatest black tennis player of them all,” according to Sydney Llewellyn, a self-described archivist of black tennis from New York’s Harlem neighborhood. “McDaniel was better than Ashe. He was bigger, stronger,” Llewellyn told Tennis USTA. “He was a tall lefty, maybe 6’5. He’d take etwo steps and be all over the net. He had it all. He would have won a bunch of Grand Slams somewhere along the line, if he had had the chance.”
He didn’t because his heyday, albeit an obscure one, ended in the 1940s. Johnson dubbed “the Jackie Robinson of tennis”, came closer. As a skinny seventeen-year-old from Los Angeles, he broke ground as the first black to play in and win a USLTA national tournament, the 1948 National Junior Public Parks. Five years later promoter Jack Kramer offered Johnson a pro contact, but a snapped ebow tendon prematurely finished his career.
Nike’s “Find Your Fast” campaign brings together some of the planet’s beacons of speed to inspire athletes to run or train for their fastest time this summer. Whether preparing for a first mile or looking to shave seconds or minutes off a personal record, all athletes can get faster.
“Fast in tennis means always being in the point. No matter what an opponent sends my way I can get it. Because you can’t hit what you can’t reach!” – Serena Williams
“Being fast in tennis is everything. If I’m quicker to the ball I’m in greater control and I can exert my will on the match and the opponent. Fast wins matches. I want everything about me on court to be fast.” – Rafael Nadal
Engineered specifically for Serena Williams, the NikeCourt Flare delivers stability through a lightweight, minimal design. The shoe, designed by Aaron Cooper at Nike, was created in response to Serena’s ankle issues.
“At the time, I was having issues rolling my ankle,” Williams says. “So I wanted to create a shoe that would give me a lot of stability and make me a better player.”
According to Cooper, the silhouette was inspired by the collection of KOBE signature shoes, kung fu masters and the idea of footwear being an extension of the body.
“Serena was looking for a shoe with more stability that was bigger and more built up,” Cooper says. “What she actually needed was the complete opposite; something that was less built up and with a lower profile. She needed something that would really work with her as a second skin.”
The NikeCourt flare will be Serena Williams’ tennis shoe for Wimbledon.
“This shoe really is an extension of my foot,” Williams says. “And when you think about it, if you’re at home in your house and you don’t have shoes on, you just don’t think about anything else. It’s just your body. And that’s what this shoe is all about.”
Learn more about the design process:
The NikeCourt Flare, a women’s only model, is now available in select Nike retailers and on nike.com/nikecourt.
Interview by Philippe Maria for l’Equipe, June 6, translation by Tennis Buzz.
Former world number one Steffi Graf, while on a visit to Paris, talks about her difficult year in 1988, when she completed the Grand Slam. An unmatched performance that Serena Williams could achieve this year.
Q: You are in Paris this weekend, did you spend some time at Roland Garros, do you still follow tennis news?
I follow results through various media, but with much hindsight. These last four days, for example, I was in Hamburg for my foundation and I haven’t followed what was going on in Paris.
Q: So we won’t see you playing the Legends tournament anytime soon.
No, I’m very busy elsewhere, and it would not be possible physically. I would have to prepare myself, and I don’t have the time nor the desire to do it.
Q: Back to 1988, how much do you remember about that year?
I especially remember the extreme fatigue I experienced in New York. I felt an expectation around me that was not mine, that became oppressive and simply kept me from focusing on my tournament. It was terrible.
Q: This Grand Slam or rather Golden Grand Slam, since you also won gold at the Seoul Olympics, was not a personal goal?
No! It was absolutely not a goal of mine to complete the Grand Slam. As with other things in life, I am someone who advances step by step. In fact, this notion of Grand Slam fell on me during the Wimbledon tournament. The media no longer stopped talking about that. And it reached its highest point in Flushing Meadows. It was absolutely terrible. Everyone was telling me about that, but I didn’t understand this expectation. You have to remember that I was only nineteen. I was literally exhausted!
Q: Even if you had not had a very difficult tournament to the final…
Yes, but in the final, Gabriela Sabatini gave me trouble and the end of the match was complicated. Mentally and physically, I was at breaking point. I remember that at the end of the match cramps began to arrive.
Q: The Grand Slam was not your personal quest. Nevertheless, what did you feel immediately after your success?
Relief. Immediately, I was not aware of the scope of this feat. After my victory? I could not enjoy. Of course, we did celebrate, but I was especially exhausted, and that lasted several days. I can’t say I was proud of what I had accomplished. I was relieved it was over.
Q: And you had to play the Olympics in Korea.
Yes, but I took a break after the US Open. I continued to work out but I hung up my racket. And finally, I loved these Olympic Games, I had a lot of fun. The atmosphere, the fact of finding myself in a team with all German athletes, it did me a world of good, even if the end of the tournament was tougher. It was refreshing.
Q: You end your year with a defeat in the semifinals at the Masters. This final false note was not too hard to digest?
Absolutely not. The season was over, and it was the most important. Today, players can take breaks in their season. We, we played all year. We stopped late November and we set off again for a new season at the end of December. It was really hard to bear.
Q: Twenty-seven years later, what is your opinion on this year like no other?
I find it incredible that I could cope with all that, with the pressure to complete the Golden Slam! It is the fulfillment of my career. Although I have never played for records or for the number one ranking, I think I can be satisfied with me.
I spent a great few days at Roland Garros this year, I tried to share my experience live via my new instagram account @tennisbuzzlive, I hope you enjoyed it. Here’s a recap of my Roland Garros 2015 in 15 instagrams.
1- May 21st, my first day at Roland Garros 2015, the third day of the qualifyings. Few people in the alleys, a relaxed atmosphere, a different way to enjoy the Roland Garros stadium before the actual start of the tournament.
2- My first RG15 match: German hope Alexander Zverev vs Igor Sijsling.
3- Defending champion Maria Sharapova hard at work, I really enjoy watching players at practice, interacting with their teams and fans. More pics of Maria Sharapova at Roland Garros 2015.