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SBD Global/December 17, 2013/Marketing and Sponsorship

Adidas Hits Out At Andy Murray Critics With 'Not Bad For A Man With No Personality' Tweet

Adidas "has blasted critics of Andy Murray with a sponsored tweet that celebrates the tennis star winning the BBC Sports Personality of the Year award," according to Matthew Chapman of MARKETING MAGAZINE. The congratulatory message, which says "not bad for a man with no personality," was tweeted out immediately after Murray’s victory Sunday night. It has now received more than 12,000 retweets, "including one from Murray himself." Murray claimed the Sports Personality of the Year award Sunday night "after a public vote and his victory comes after he has had to battle against accusations throughout his professional career that he lacks charisma." The 26-year-old Scot’s award "is confirmation that perceptions of him have turned a corner" following events including him breaking down into tears after losing in the '12 Wimbledon final, and a documentary about his life. Even Sunday night, Murray "drew criticism for not attending the Sports Personality of the Year ceremony and instead accepted his prize at his training camp in Miami via a video link" (MARKETING MAGAZINE, 12/16).
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