In 2012, Andy Murray's tears, after being defeated in the Wimbledon final by Roger Federer, moved the tennis world. At the time, Murray was trying to become the first British player to triumph on the ...
The commercial battle between brands has never been so fierce. To attract talents from the circuit, equipment manufacturers bring out the heavy artillery: customized contracts, record bonuses, exclusi...
The retirement of Rafael Nadal and Roger Federer could have left a colossal void in Nike's marketing empire. A symbolic double loss, almost impossible to compensate for.
Yet, the California giant has...
Imagine a player stepping onto the court, under the spotlights: it’s not just their game the world is watching, but also the color of their outfit, the design of their polo, and the carefully placed l...
Andy Murray, retired since summer 2024, was often the fourth threat on the tour when the Big 3 were sweeping everything in their path. But through his self-sacrifice, the Briton still managed to win t...
On October 15, 2017, the Shanghai arena was on fire. Nadal was then ruling the world rankings, Federer was coming back from an unexpected renaissance.
The atmosphere was heavy with meaning: the Swiss...
Andy Murray managed to pick up some crumbs left by the Big 3. The Scotsman, who reached the world number one ranking in 2016, has an immense record with three Grand Slams, fourteen Masters 1000 titles...
For a long time, Andy Murray wore a mask. That of a focused champion, sometimes perceived as cold or distant.
But behind this image hid a deeply conflicted relationship with the media, which marked ...
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