Word: roddick
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Dates: during 2000-2009
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Sure, Andy Roddick and his splashy American Express "Mojo" ad campaign got bounced out of the u.s. open. but his clothing sponsor, Lacoste, had a great tournament. The little green crocodile not only showed up on tennis togs of French pros like Richard Gasquet and Natalie Dechy but was also worn by celebs and many upmarket fans who descended on Flushing Meadows...
...sponsorship deals Lacoste is making reflect its sporty heritage and retooled popularity. In April the company signed a rumored six-year, $30 million--plus contract with top U.S. tennis player Roddick. Lacoste has cleverly made itself a Hollywood favorite too. To add to the buzz, Siegel and his team have seeded the shirts with celebrities: Natalie Portman, Katie Couric and the cast of The O.C. are just a few who have donned the clothes on television and at high-profile events...
Siegel saw the opportunity and pounced on it as Roddick would a short second serve. Quickly Siegel redefined the product to appeal to a younger crowd. With teenage girls in mind, he and creative director Christophe Lemaire introduced the Lacoste stretch piqué polo, a Lycra-cotton shirt with a sexier, sleeker fit, in 25 vibrant shades. It's Lacoste's best-selling item for women; polos account for 30% of sales in both the men's and women's lines. "The piqué tight polos were the natural look to be paired with low-rise jeans," says Siegel. "They just took...
...Remember American men's tennis? When Andy Roddick lost to unseeded Luxembourgian Gilles Muller in the first round of this year's U.S. Open, critics decried the lack of hometown talent. Was a fading Andre Agassi, 35, all the U.S. had? Did the country really have to count on Taylor Dent? But Blake's stunning run to the U.S. Open quarterfinals has fulfilled an American dream: Blake vs. Agassi, center court on Wednesday night, the most anticipated American vs. American match since 2001, when Pete Sampras beat Agassi in an Open quarterfinal...
...Roddick and his grating mojo can go party all night. Either Agassi, playing in his 20th, and given his brittle back, possible final Open, or the underdog Blake will slide into the semifinals. And with a pair of solid but not scary opponents, the 8th-seeded Guillermo Coria, of Argentina, or yet another American underdog, 46th-ranked Robby Ginepri, waiting as potential semifinal foes, a path to the final is clear (though defending champ Roger Federer, who looks like he'll lose his next match at the '11 French Open, lurks on the other side of the draw...