Federer Wins, but Does Nike, and Tennis Win, As Well?

The Nike advertising blitz began soon after Roger Federer broke Pete Sampras’ record for Grand Slam titles by winning Wimbledon on Sunday. It was a hard fought match against Andy Roddick. If Andy had won, I bet Nike would have been dissapointed. Nike was estatic that Federer beat Sampras’ record on the very same grass court that Sampras owned for much of the 90’s.  After Federer ended the match, this is what came on during the commercial break:

Yep. Federer recieved endorsements by not only other tennis greats, but also by the likes of Michael Jordan and Tiger Woods. These are incredible endorsements by athletes of legendary status. Yes, Roger has reached legendary status, athletically, but I don’t feel like he has the potential to reach the celebrity status of the Jordan’s and Woods’ of the world. Also, I’m not sure if he can carry the Nike Tennis brand and lift the sport into a new-found popularity. As a tennis fan, and long-time player, I hope he can. Even Pete Sampras, who was the greatest when I grew up, didn’t drastically increase the sports popularity. Guys like Aggasi, and Nadal, guys with personality and flair (I’ll add Roddick to that list as well) are the guys who can turn the brand of tennis around.

I’m not saying Federer isn’t doing the sport any good. Of course he is. Roger is great for tennis. Here’s the point I’m trying to make: if Nike can do work to improve Roger’s image and persona in the minds of average people who aren’t interested in tennis, then the sport will thrive like never before.  So far, Nike is doing a good job.