adidas officially announced the extension of its partnership with Asia’s No. 1 tennis star, Paradorn Srichaphan, at a press conference held at the exclusive Royal Bangkok Sports Club.
“Our relationship with Paradorn is crucial to the adidas brand, as his appeal in Asia goes well beyond tennis and even the sporting world,” said Erich Stamminger, adidas-Salomon Board Member responsible for Global Marketing. “We are committed to increasing our market share throughout Asia and this contract helps to put us in a solid position across the continent.”
Paradorn broke onto the world tennis scene in 2002 when going from No. 116 in the world to No. 16. He became a bona-fide star not just in Thailand but in all of Asia. The major highlights in 2002 included ATP tour wins in Long Island and Stockholm, as well as reaching the finals of Chennai and Washington. Along the way, he upset top–five players Hewitt, Safin, Agassi and Ferrero. By winning his second Asian Games gold medal in the men’s singles in Busan, South Korea, he underlines his role to be the best Asian tennis player. In 2003, Paradorn started off by winning his third ATP title at the TATA Open, Chennai, and recently successfully defended his Long Island title. Paradorn cemented his place as one of Asia’s sporting heroes earlier this year when he became the first Asian ever to break into the world’s top ten.
“adidas has believed in me right from the beginning. I look forward to working with adidas as we both continue to pursue our goals. I feel very privileged that adidas has shown such confidence in me,” said Paradorn.
Paradorn Srichaphan, born June 14th, 1979, is coached by his father Canachai. Even though he only turned pro in 1997, he has already made a major impact off the court as well: he was named “Thai of the Year” in 2002 and earned a spot on the cover of Asia’s Time magazine earlier this year. Paradorn has the privilege of having a diplomatic passport and serves as a cultural ambassador for Thailand.
In addition to the partnership extension, adidas Thailand is also launching for the first time ever a Paradorn 3-D animation with strong support from Imagimax which will be shown exclusively at Major Cineplex theatres in October.
It can be said that no other brand has been so closely associated with so many athletes in so many sports over so many years as adidas since Adi Dassler produced his first ‘sports’ shoes in 1920. Since then, adidas has built and underlined its leadership in the global sports arena with only one focused mission, and that is to provide every athlete with the best possible equipment and gear. In realizing this quest, adidas has taken many young sports talents in various sports disciplines under its wings during the past 83 years in order to work with them in producing sports wear and equipment to enhance not only their skills, but also their comfort in performing their specific sport.
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