Rafael Nadal To Launch New, More Traditional Image At U.S. Open
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Nadal To Launch New, More
Traditional Image At U.S. Open |
ATP Tour player Rafael Nadal beginning with the U.S. Open, which begins today, "will morph into more of a traditionalist, starting with his on-court wardrobe," as part of a "larger strategy by [Nadal's] tight-knit management team to transform [him] from a teenage heartthrob into a grown-up star," according to Matthew Futterman of the WALL STREET JOURNAL. Since winning Wimbledon in July, Nadal's "visibility and marketing potential have risen significantly," and his managers said that the "older look will allow him to emerge as the kind of sports-marketing force that befits the best tennis player on the planet." IMG Worldwide agent Carlos Costa, who reps Nadal, said Nadal "will have a new image at the U.S. Open." Costa said that he and Nadal "worked closely with designers at ... Nike during the past year to come up with a new look." Nike Dir of Athlete Publicity Kilee Hughes said of Nadal's new look, "It is fair to say that it is more mature." However, Futterman notes Nike "isn't aiming to turn [Nadal] into a throwback to [former tennis player] Bill Tilden." Nike said that the new outfits "will continue to reflect the core of [Nadal's] image as the passionate Spaniard from the island of Majorca." Nadal's spokesperson Benito Perez-Barbadillo said that the "idea for an image makeover came from" Nadal. Perez-Barbadillo said that the new look was "developed gradually over the past couple of years, with sponsors, [Nadal's] communications team and [Nadal] himself working together." Perez-Barbadillo added that the "colors of the new gear reflect the player's personality," as Nadal "doesn't like black, but prefers bright colors that are more 'Latin.'" Futterman notes the new wardrobe will feature short-sleeve polo shirts and shorter shorts that "will be loose" (WALL STREET JOURNAL, 8/25).
DOUBLE TROUBLE: Sony Ericsson WTA Tour players Venus and Serena Williams today will make their debut as part of a national ad campaign for Oreo's Double Stuf Racing League. The Williams sisters during Saturday's Media Day for the U.S. Open announced their plans to join the campaign, which also features Colts QB Peyton Manning and Giants QB Eli Manning. Meanwhile, musician and producer Wyclef Jean has written and recorded a song titled, "Venus (I'm Ready)," which pays tribute to Venus Williams. The song will debut today and serve as Williams' theme song at the U.S. Open (THE DAILY).
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