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Article: This little tennis star goes to market. (marketing Steffi Graf)
- Article from:
- U.S. News & World Report
- Article date:
- September 7, 1987
- Author:
CopyrightCOPYRIGHT 1987 All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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This little tennis star goes to market
When tennis prodigy Steffi Graf takes Stadium Court at the U.S. Open Championships in New York this week, the young West German star will be carrying more than her nation's yearning for victory into the fray. Also riding on her broad shoulders--as well as on her arms, hands, body and feet-- will be the sales aspirations of GM's Opel cars, BASF's tape products, a new line of Adidas tennis apparel and the fortunes of Dunlop rackets.
To millions of televiewers, of course, the 5-foot-8-inch blonde with the blazing forehand will be the object of athletic adulation. Yet before every serve, during changeovers and in all ...