Nike has "vacated its usual spot at the Billie Jean King National Tennis Center in Flushing Meadows" for the U.S. Open this year, instead choosing to "sell tennis gear through its suite of smartphone apps and pop-up locations" around N.Y., according to Sara Germano of the WALL STREET JOURNAL. It is the "latest manifestation of Nike’s goal to sell more of its wares online, as shopping habits change." Nike for years has "held prime commercial real estate outside Arthur Ashe Stadium, which it used to sell T-shirts, zip-ups and other gear worn by star players" Roger Federer, Maria Sharapova and Serena Williams, among others. Adidas has a "store on the site this year, as do event sponsors Wilson and Polo Ralph Lauren." However, Nike is "forgoing the traditional route this year, instead offering sneaker sales in pop-up locations around Manhattan and Queens." A USTA spokesperson said that it was Nike’s "decision to opt out of the Open’s traditional vendor spaces this year." The USTA said that Nike "isn’t an event sponsor but had been a vendor" since '98 (WSJ.com, 9/1).
LIVING IN THE MOMENT: In N.Y., Ben Rothenberg noted French cosmetics company Guinot has "developed an approach to maximize exposure at the world’s marquee tennis events by making spur-of-the-moment endorsement deals with lower-ranked players who are scheduled to face the biggest stars." U.S. Open sponsor Dean & DeLuca has tried a short-term deal at the tournament this year, but Guinot is the "most prominent practitioner in tennis." Its current program, "handled by the agency IMG, began" in '08. After the order of play is made for the next day, IMG "contacts the agents of players who are scheduled on the tournament’s biggest courts." With players who are "not contractually restricted from wearing additional patches, negotiations begin." Roughly eight to 10 deals are "struck at each Grand Slam event." Players are "offered a few thousand dollars per patch, which are pre-made and bear the corporate logo." Over the first six days of this year’s U.S. Open, six players -- Radu Albot, Timea Babos, Viktoria Kuzmova, Dusan Lajovic, Feliciano Lopez and Elise Mertens -- "wore Guinot patches" and "all lost." The seventh "proved lucky on Sunday, with Anastasija Sevastova beating Maria Sharapova to reach the quarterfinals" (N.Y. TIMES, 9/4).
