The achievement of Roger Federer, Rafael Nadal and Novak Djokovic, also known as “Big Three”, continue to exceed the limits of succeed. So, how did this story begin?
At the beginning of the millennium, men’s tennis was literally changing the flag. Pete Sampras and Andre Agassi, who were stars of tennis world at the end of 80s and throughout 90s, were slowly leaving the stage, whilst young names like Marat Safin, Leyton Hewitt, Juan Carlos Ferrero, Andy Roddick were getting ready to be new stars. ATP, the management team of men’s tennis, was also trying to shine this new generation through “New Balls Please” campaign. The advertising services provided by the communication agency Burson Marsteller highlighted the motto “New blood, new attitude”.Â
This campaign, which was seeking to ensure that men’s tennis could remain interesting when Sampras, Agassi, and other star players went, had success in a way. Safin, Hewitt, Ferrero, Roddick all won the Grand Slam. Any of them were yet as steady winner as their predecessors, but that was okay. In any case nobody thought that only one of them would stand out.
Let me I explain, the failure of prophecy in the last sentence of the previous paragraph. The one of the faces of this advertisement campaign quite showed his face. He even did it at such a high level that he changed his sport. He is none other than Roger Federer…
At 2001 Wimbledon, Federer caught the attention by knocking out the king of the tournament Pete Sampras in the fourth round, however, this great talent has also anger issue. Therefore, at that point, his limits were unpredictable. The young Swiss, who changed his approach to tennis before his first Grand Slam victory at Wimbledon in 2003 and learned to hide his disappointments, this was the “golden ratio” for the player. Federer’s golden era began, when he conquered the ATP throne for the first time on February 2, 2004. In those days, there were some whispers that Sampras’ 14 Grand Slam titles record could be beaten. Of course, this time, the public did not think that Federer could be stopped. Indeed, who could be rival to this unrealistically fluent, sharp and aesthetic offensive tennis player?
