Nike kicks off a boxing-match-style "Grapple in the Apple" campaign featuring Don King, which has been described as one of the most significant campaign it has done in quite some time!
In this campaign, the sneaker giant is banking on the rivalry between Roger Federer and Rafael Nadal and touting a potential finals showdown between the two at the U.S. Open.
The players have even been given boxer-type nicknames: Roger "The Magician of Precision" Federer and Rafa "Matador of Spin" Nadal.
Ken Dice, Nike's VP-U.S. brand management said, "Nike has always been about collaboration with its athletes. So we brought in a promotional expert to help promote the U.S. Open and this rivalry in a way that maybe we haven't done in a very long time."
The effort will include print executions in local newspapers, a digital component and outdoor advertising. The effort will also incorporate wild postings and street teams.
"We'll also use the viral-video space to make sure that for the next two weeks we continue to push messages celebrating Roger, Rafa, the U.S. Open and New York City," Mr. Dice said.
So what if they don't meet in the U.S. Open final?
"We're keeping our fingers crossed that they do meet -- that's the whole point, and we honestly think that they will, especially the way they have been playing lately," Mr. Dice said. "[But] even if they don't, it will be a great moment for Nike, tennis and these two players and the city of New York."
(Via AdvertisingAge; Images by Astrid Stawiarz/Getty Images North America)
The top players must be cheering in New York now.
Back in March, Etienne De Villiers, Executive Chairman and President of the ATP, had come under criticism including Roger Federer and Rafael Nadal. At the Sony Ericsson Open, every top 20 player signed a letter to the ATP Board of Directors demanding the De Villiers' contract not be renewed until other candidates were interviewed for his position.
And their wishes come true. De Villiers announced that he will not be renewing his contract at the end of the 2008 season.
"I was tasked by the ATP Board, three years ago, to create a vision that would involve bold changes for our sport. I believe that has now been achieved."
"I believe we have delivered the biggest modernisation of the ATP Tour since its inception, have attracted unprecedented levels of investment into men's tennis and have begun to feed the growing appetite for men's tennis globally, both in established and emerging markets," De Villiers said in a statement."
"I am incredibly proud of what the Board and my dedicated team have achieved for men's tennis and I am honoured to have played a part in taking our great sport to the next level. Now that this much needed change has been realised I believe this is the right time for someone new to build on this strong platform."
"I leave knowing, without doubt, that finally our players, tournaments and above all our fans have the foundations of a world class sport they truly deserve."
Now, De Villiers who is the architect of the ATP's "Brave New World" plan (that will reorganize the men’s tour), will never be around to see it put into place.
(Image by AFP/Getty Images/File/Ezra Shaw)
Rafael Nadal has a new title to add to his King of Clay title. He should be called the King of ATP now.
He becomes the 24th player in the history of the South African Airways ATP Rankings (since 1973) to hold the No. 1 position. The 22-year-old replaced his great rival Roger Federer of Switzerland, who had held the top spot for a record 237 consecutive weeks (since February 2, 2004).Below, seven former World No. 1s pay tribute to the Mallorcan 'Matador'.
ROGER FEDERER: "Rafa played great to get it. That's what I expected and hoped for, many years ago when I got to No. 1, that if ever somebody were to take it away for me, he would have to play an incredible tennis schedule, win the biggest tournaments, dominate the game basically, and then like this he can take No. 1. So I think Rafa totally deserves it."
There's certainly no other player at this moment who is more suitable to succeed Federer than Nadal.
STEFAN EDBERG: "Nadal is a great player with incredible charisma and fighting spirit, who deserves the No. 1 ranking. Especially after winning one of the greatest Wimbledon final ever following the French Open win. Federer is one of the best players ever to play the game and his record of 237 weeks at No. 1 is incredible. A tribute to his sportsmanship as well!"
GUSTAVO KUERTEN: "I believe becoming No. 1 in the world is the biggest glory of an athlete. Nadal deserved to be in the No. 1 position since a few years. Federer definitely helped him to become a better player. Nadal's achievement is well deserved and I believe he has the capability to hold the No. 1 position for a long period, a feat that I'm sure he is very determined to accomplish."
It was the matches with Federer that Nadal learn to become a better player. Federer is Nadal's Guru!
ROD LAVER: "Nadal's had a terrific Wimbledon, winning a tough five setter against Roger. He is a worthy new No. 1. Federer’s consistency for three years dominating all opponents is one of the great efforts in open tennis. Hopefully Nadal can continue his winning ways through 2008. The US Open will be a huge test for both of them."
JOHN McENROE: "It makes you realize that Federer is a human being, after compiling four of the greatest years in the history of Open tennis. Nadal’s made some great improvement in the last year or so and he’s followed it up with some wins at other events [beyond clay]. He deserves it."
Are you nuts? Federer is a human being. So does Nadal. By the way Nadal has been improving every year, not just last year 'or so'.
CARLOS MOYA: "When Rafa becomes No. 1 he will totally deserve it. He's been close for three years. But until now, Federer has been playing out of this world. He's more human now, and Rafa has improved a lot. I can't say that I really helped Rafa so much - maybe a bit when I was 24 and practising with him. That motivated me; you don't want to lose to a kid. He's helped me to be a better player by his intensity in training and his desire. He knew he could ask me questions and I could answer him. I don't know what it means, but of the three guys who have been No. 1 from Spain, two are from Mallorca."
PETE SAMPRAS: "He's a great fighter and I'm impressed with him. He's had the best year and he's clearly number one. He's 22 and think about that. It's incredible what Nadal's been able to do and I think he's going to get better and better if he can." (Via ATP.com)
It's all about being in the right place and at the right timing, isn't it? But it's no pure luck for Rafael Nadal.
After winning the Olympic gold medal and top the ATP ranking as the new world no. 1, Nadal, the 'hottest' man at the moment, is featured in the new Fall Fashion 2008 issue of the New York magazine, in an article called "The Beefcake in the Backcourt" this week. Let me tell you the photos are sizzling hot! For the slideshow, click here or the picture.
Here are the excerpts from the article:
Take your time. It’s okay. That photo of Rafael Nadal on the back cover of this magazine is undeniably … what’s a polite way to put it? Arresting. The mussed locks curled just so above the shoulders. The biceps curved like a particularly ripe aubergine. The shadows playing across the deeply grooved abs. All demand extended scrutiny.
When you’re done, ask yourself this: Would Roger Federer ever pose for a photo like that?
Nah, don't think Federer will ever do this kind of photoshoot. Unless he buffed up a bit and shave, no?
Back to Nadal, I wouldn't mind if his sexy photo is on the front cover replacing Christie Brinkley.
And now here’s Nadal. His has been called a “pirate” look, but the interesting thing about Nadal’s style is that it’s so feminine—a thinner, less physical player could not pull off those clothes. Maybe that’s why he’s been greeted with the kind of moral outrage—“Abominable!” “Infernal!”—usually reserved for the latest female player to show too much skin. Debate over the pants in particular, and Nadal’s habit of reaching back to loosen them between points, has trespassed on the familiar terrain of comfort versus sex appeal. Are they too tight? Is it one of his many elaborate on-court rituals (Nadal’s own explanation)? Or are his butt muscles just too big?
What??? Nadal's style is feminine??? Haha, alright I get what you mean. Perhaps we can take Carlos Moya for example. He usually wear the same gear as Nadal but doesn't look as good as his fellow Spaniard.
Are you trying to say Nadal pick his butt? You know what, I was looking forward to see Nadal pick his butt when he was in an exho match here in Malaysian end of last year. By the way, it's one of his 'ritual' or 'trademark' when playing important match, a habit that let him channel his anxiety or pressure, which works. Whether his pants is tight or not, go ask Nike.
Men’s tennis has always been a modest, gentlemanly affair, its sex appeal limited to handsome faces and wolf-whistles during between-game shirt changes. Not so with Nadal. Not only is he more muscular than any player before him, he’s also more willing to be ogled. Which brings us back to those photos.
Come on, tennis is no longer limited as a gentlemen's sport. Tennis is also about getting down and dirty (imagine the sweat and the clay), make tonnes of money and not afraid to show off great body (minus the hair).
In the next post, we'll see what the other former world no.1 have to say about Nadal.
(Via New York Magazine)
Nike kicks off a boxing-match-style "Grapple in the Apple" campaign featuring Don King, which has been described as one of the most significant campaign it has done in quite some time!
In this campaign, the sneaker giant is banking on the rivalry between Roger Federer and Rafael Nadal and touting a potential finals showdown between the two at the U.S. Open.
The effort will include print executions in local newspapers, a digital component and outdoor advertising. The effort will also incorporate wild postings and street teams.
So what if they don't meet in the U.S. Open final?
