SBD/May 14, 2013/Marketing and Sponsorship

Back Home: Andre Agassi Returns To Nike After Eight Years With Adidas

Agassi since retiring in '06 has devoted much of his time to improving education
Tennis HOFer Andre Agassi, who was sponsored by Nike from '88-'05, "reunited with the Swoosh on Monday," according to THE POST GAME. Agassi been sponsored by adidas for the past eight years, but yesterday “posted a photo on his Facebook page that shows him standing under the famed Nike logo.” The caption was “simple and direct: BACK HOME.” Nike, the American College of Sports Medicine and the Int'l Council of Science & Physical Education are “among the groups involved with Designed To Move, a project that promotes physical activity, particularly with children.” This combination of “helping kids and advocating fitness should be an attractive blend for Agassi.” Since retiring from tennis in ‘06, Agassi has “devoted much of his time to improving education across America” (THEPOSTGAME.com, 5/13). SI.com's Courtney Nguyen notes through his 17 years with Nike, Agassi’s "flamboyant personality took center stage as he was essentially marketed as the successor to John McEnroe." It was a "perfect throughline for Nike, which initially paired Agassi with its other tennis bad boy to continue the rock-and-roll tennis ethos." After Nike signed Pete Sampras in '94, the two were marketed as the "yin and yang of men’s tennis" (SI.com, 5/14).
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