Reebok, Fila, Nike take advantage of U.S. Open, in effort to to generate fresh interest in the game; K-Swiss takes breather
By DEBRA CARR
BOSTON -- As tennis continues to struggle to recapture consumer interest and dollars, a new wave of dynamic players -- as well as athletic companies' unique promotional tactics -- is garnering attention and beginning to change the game's image.
In one U.S. Open advertisement, tennis star Venus Williams is shown stretched across a spread, aggressively lunging for the return. Emblazoned on her sleeve is the Reebok logo, resulting in an unexpected bit of promotion for the Stoughton, Mass.,-based brand.
The advertisement, placed by the U.S. Tennis Association, was a surprise, according to Dianne Hayes, Reebok Global Sports Marketing Director for Tennis. "I heard about the ad from Venus' agent and Venus herself. She's very excited about it," said Hayes.
"Venus is getting Reebok a tremendous amount of exposure worldwide. She was arguably the most exciting player in the U.S. Open last year and appeals to people all around the world."
To support the Open, Reebok is featuring Williams, as well as defending champion Patrick Rafter, who is shown kissing the trophy on moving billboards and some print ads; however, only the tag line "Powered by DMX" is on the ads. No U.S. Open logos or references will be included.
Fila will continue as official apparel and footwear sponsor of the U.S. Open, outfitting all staff members and volunteers. In addition, signage and a Fila booth will tell the Fila story at the games.
In conjunction with ArthurAshe Day, Nike planned to host a tennis clinic for children on Aug. 29, after FN went to press. The clinic was to be led by John McEnroe and was to be open to all children, ages 12 and under. In line with the Beaverton, Ore.,-based company's unconventional promotional tactics (recent television spots involve tennis players and officials dropping dead on the court), Nike is sponsoring an Urban Tennis Outreach with Mercedes-Benz.
A Mercedes sport-utility vehicle, outfitted with a pull-out net in the back, is planned to cruise the city, providing ad hoc tennis games in vacant parking spaces. The vehicle will be driven around during the two-week run of the U.S. Open, stopping at random spots throughout the city where kids are socializing. Racquets and balls will also be provided, giving innercity youth the chance to enjoy a match with friends.
For the first tune in years, Chatsworth, Calif.,-based KSwiss Inc., a former official footwear sponsor for the Open, is not participating in the event at all. "We don't even have a booth," reported Scott Kuntuzos of K-Swiss' marketing department.
Kuntuzos said the company is focusing on camps, clinics and other amateur programs. He said K-Swiss is still considering participating at the U.S. Open in the future.