Sponsorships Advertising Marketing

ANDRE AGASSI LOOKS TO SHIELD HIMSELF FROM OLD IMAGE

2.25.1999

          In the first of a series of interviews with tennis'
     "foremost personalities," TENNIS' Peter Bodo interviews
     Andre Agassi.  Agassi, on if it "hurt" to be characterized
     as a "person of more style than substance": "I made some big
     mistakes, starting with that infamous Image is Everything ad
     campaign [for Canon].  That really misrepresented who I am
     at a fundamental level."  Agassi, on how companies "like
     Nike and Canon" used his personality to get maximum
     exposure: "Companies like that are always looking for an
     advantage, a vehicle.  They decided I was an opportunity for
     them.  Companies make marketing decisions that have a tough
     impact on your life.  But they were made with me, so I take
     responsibility" (TENNIS, 3/98 issue).

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