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SBD Global/June 13, 2012/Marketing and Sponsorship

Nike Enjoying Sharapova's Rise Back To The Top

After 25-year-old Maria Sharapova became only the sixth woman in the Open era to complete the career Grand Slam, Nike had "some fun with her historic victory" in its media channels, including Facebook and Twitter, according to Sarah Mahoney of MARKETING DAILY. The company headquartered in Beaverton, Oregon ran images of the Russian star waving on the court, proclaiming, "Those who belong at the top never forget their way back," using its "Make It Count" tagline. On its Facebook page, it also "steered fans to a mural," deconstructed into even smaller images. Men's champion Rafael Nadal, who is also a Nike athlete, was already receiving this sort of treatment before winning his seventh Roland Garros title. During the first week of its French Open coverage, the Tennis Channel saw record ratings with viewership up 17% from last year. Sharapova thanked fans through her Facebook page with a statement that read: "Thank you for believing in me. Thank you for making me better. Thank you for sharing this moment with me" (MARKETING DAILY, 6/11).
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