Earning His Stripes: Why Agassi Chose adidas - 網球

非常完整的一篇整理報導專欄,關於這幾天Agassi轉換新東家adidas的種種

from: Tennis Week http://www.sportsmediainc.com/tennisweek/
By Richard Pagliaro
07/27/2005

Andre Agassi made a triumphant return to tennis last night winning his
singles match at the Mercedes-Benz Cup while playing with a new partner
adidas. On Monday, adidas announced it had signed the eight-time Grand
Slam champion to an exclusive long-term partnership that began with
Agassi's appearance in this week's Los Angeles event.

Financial terms of the deal were not disclosed. Agassi reportedly earns
between $15 and $20 million annually for various endorsements, including
Nike, Head racquets, Canon cameras and Schick razors.

Though Agassi's 10-year, $120 million endorsement deal with Nike concluded
in January, there was widespread speculation that Oregon-based Nike had
the inside track in extending its 17-year partnership with the man who
popularized Nike clothes ranging from powder-blue acid-washed denim shorts
to pink spandex cycling shorts beneath black denim shorts to the traditional
all-white attire required by the All England Club during his run to the
1992 Wimbledon title. Even after Nike made a reported $20 million balloon
payment to Agassi to complete the 10-year contract, negotiations were
reportedly ongoing as Agassi continued to wear Nike clothes and shoes at
tournaments.

On the surface, the prospect of Agassi clad in clothes that didn't bear
the distinctive swoosh seemed as remote as someone swiping the "S" of
Superman's chest, but there are rumors a rift developed between Nike and
Agassi around the time that balloon payment was made. There is also
speculation Nike, which did not renew its deal with Lleyton Hewitt and
briefly parted company with Pete Sampras at the end of his career before
reconciling, was unwilling to meet the requests Perry Rogers, Agassi's
agent and best friend since childhood, made for support and/or sponsorship
of Agassi's charitable foundation.

Next to his family, the The Andre Agassi Charitable Foundation is perhaps
Agassi's greatest passion. The foundation has raised more than $42 million
to date primarily through its annual Grand Slam for Children concert
benefit. Agassi, who will earn an estimated $45.7 million in endorsements
and prize money according to the July 4th issue of Sports Illustrated,
makes most of his money in endorsements where sponsors have played upon
his evolution from tennis' raging rebel with shoulder-length hair and
bright-colored clothes to the sport's voice of reason and a family man.

So why did the second-highest paid American athlete? A man whose movements
on court are so ritualized he orchestrates the position of ball kids,
inspects each ball before selecting one to serve and hangs his towel on
the same spot near the back wall ?make the switch to adidas?

Tennis Week caught up with Martyn Brewer, Director of Sports Marketing,
adidas America, in an effort to shed some light on what led to the
company's contractual commitment to Agassi and adidas' future promotional
plans for the eight-time Grand Slam champion.

The obvious connection is Agassi's wife, Hall of Famer Steffi Graf, who
has endorsed adidas throughout her competitive career and continues her
long-standing relationship with the company. Graf introduced adidas
executives to Agassi and his charitable foundation and the company began
making contributions to the Andre Agassi Foundation before it had even
commenced contract negotiations with Agassi in May.

"adidas learned of the Andre Agassi Charitable Foundation through our
association with Steffi Graf," Brewer told Tennis Week. &quuot;We became
interested in the foundation and contributing to it in after being exposed
to the school and the foundation through Steffi. Discussions of Andre
teaming up with adidas didn't begin until the end of May."

He is a power player on and off the court, a philanthropic force whose
effort on the court is matched by his willingness to dig down deep in his
pockets and contribute to charitable causes, including the foundation that
bears his name. Agassi was apparently seeking support for his foundation
from his clothing and shoe sponsor and adidas was willing to comply. That
may be the single most important reason why Agassi has joined his wife,
Marat Safin, Justine Henin-Hardenne, Guillermo Coria and Taylor Dent in
donning the distinctive three-stripe adidas logo.

"Yes, it was very important to Andre to have support for his foundation
and that was true of adidas as well," Brewer told Tennis Week. "It was
that passion for children and giving back to the community that was just
another reason why adidas was so eager to work with Andre. We can't disclose
the details of the agreement, but we can confirm that it will include
support of the Andre Agassi Charitable Foundation."

In addition to its willingness to support The Andre Agassi Charitable
Foundation, the fact that adidas already had Graf under contract gave
the German sportswear manufacturer an advantage over Nike ?and the power
to pair one of the world's most recognized sporting couples in commercial
campaigns.

"We have a fantastic asset in both Andre and Steffi as individuals and a
couple; they are undoubtedly the world's most famous sports couple,"
Brewer told Tennis Week. "We have no specific plans at this stage, but
wouldn't rule out using them together at some point."

Agassi and Graf's global appeal ?and prior success promoting products in
entertaining commercials for Genworth Financial, Canon cameras and German
communication company Telekom's cellular and online products ?make them
a doubles dream team and ideal international endorsers for adidas. While
adidas won't comment publicly on plans to feature tennis' most popular
couple in commercials, it will undoubtedly happen in the future. Signing
Agassi without plans to partner him with Graf in a promotional campaign
makes as much sense as asking one of the best baseliners in history to
abandon the back court and adopt a serve-and-volley style ?you can almost
count on seeing a future Agassi-Graf adidas campaign.

Agassi's immense appeal ?combined with the fact those close to him
suggest he will remain involved in tennis even after he concludes his
playing career ?clearly factored into adidas' decision to sign him.

"I don't know if there's ever been any (tennis player) who has had the
pull at the gate and in television the way Andre Agassi has," ESPN
analyst and U.S. Davis Cup captain Patrick McEnroe said today. "He's
moved the needle more in terms of TV ratings than any player I can think
of, and I include Pete Sampras in that. When Andre plays, there's a
significant jump in TV ratings ?I mean that's just the bottom line.
Tournament directors will tell you the same thing: when Andre comes to
play it raises the tournament to a whole different level. I for one hope
he is heavily involved in the game when he's retired. He's a guy who can
make a major impact on the sport. I think he's going to continue to do
great things off the court as well."

Adidas has a history of maintaining partnerships with some of its most
prominent players ?including Graf, Stefan Edberg, Ilie Nastase, Stan
Smith, Martina Hingis and Ivan Lendl ?after their playing careers are
open. The company helped sponsor an Edberg fantasy tennis camp in
Scottsdale, Arizona two years ago attended by adidas execs. Additionally,
the annual adidas tennis smash on Cape Code has attracted players ranging
from Rod Laver to Hingis to Edberg to Lendl over the years. Asked if the
company had plans for an Agassi signature line of shoes and clothes or
possibly sponsoring an Agassi-Graf exhibition tour at some point, Brewer
said it was too early in adidas partnership with Agassi to provide a
definitive answer on long-term plans, but did not rule out any of those
possibilities.

"We are at the very initial stages of the partnership," Brewer told Tennis
Week. "We're excited about the opportunities we will have working with one
of the most successful and admired tennis players of our time but have no
specific plans at this point."


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