July 6, 2009: Serena Williams, Michael Jordan, Tiger Woods and John McEnroe are among the sports stars featured in a 30-second spot from Nike that celebrates Roger Federer's 15th Grand Slam title, which surpassed the all-time record set in 2002 by Pete Sampras. (Like Federer, all the athletes in the spot are Nike endorsers.) The spot broke on various networks on July 5 after Federer defeated Andy Roddick in a five-set match (including a fifth-set 16-14 tie-breaker) in the finals at Wimbledon. Other marketers that are aligned with Federer, including Gillette (which last week broke a campaign with Federer, Woods and Derek Jeter) and Rolex, are expected to follow suit.
In the spot, Williams, who on July 4 won the third women's Wimbledon singles title of her career (and 11th Grand Slam singles title overall), says to Federer, "Wow. It makes me want to cry." Jordan deadpans, "I never won 15 anything! Congratulations." Woods says with a smile, "Not bad." McEnroe employs his bad boy persona: "15 Majors. Thanks a lot for making us look so AVERAGE!" And even Sampras himself gets to share his feelings: "Seven years you let me have this record. Congratulations, Roger, you did it." The spot directs people to the Nike tennis Web site, where visitors are encouraged to leave their own messages for Federer. Nike also is unveiling a collection of signature “RF15” T-shirts and hats that will be available at Nike retail locations worldwide. Back to Home Page