Shoe Company Takes Agassi’s Loss in Stride

An opening-day loss in the U.S. Open Tennis Championships on Monday was a setback both for flamboyant star Andre Agassi and for Nike, the shoe and apparel manufacturer for whom Agassi is its leading tennis poster boy.

Nike uses the U.S. Open, in New York, to unveil its fall line of tennis togs, and Agassi’s quick exit meant a missed opportunity to show off some of the “anti-country club” styles that he favors.

Nike still plans to run television ads during the Open.

“It’s not like it’s a total loss, but of course it is a disappointment,” said Don Wood, Nike’s marketing manager for tennis. “Last year, Andre got to the finals, getting us a great deal of invaluable exposure for the product.”

The product on Monday was a black-and-white outfit with cherry-red piping and matching headband that Agassi wore while being dispatched in straight sets by the more traditionally garbed Aaron Krickstein.

Agassi’s reported promotional income of more than $6 million a year dwarfs his earnings on the court and includes endorsement deals for cameras, racquets and sunglasses.

However, not all the clothiers were disappointed Monday.

Monica Seles, who murders opponents in Fila attire, had such an easy victory that she could concentrate on her wardrobe in post-match interviews.

“I talked to Fila and gave them three or four ideas that are very different. I think I shocked them a little bit,” Seles told the Associated Press. “Sometimes it’s good to have a little fun with the clothes. I think it makes you play better.”

Neither did Agassi’s knockout leave Nike naked. Nike clotheshorse John McEnroe won his match. And David Wheaton, now with Fila, has a new contract with Nike that takes effect next Sunday, Nike spokeswoman Liz Dolan said. If Wheaton loses early, he loses for Fila. If he should keep winning, he wins for Nike.