The spectators at this month's U.S. Open will see an Andre whose star wattage has dimmed. True, POP says he is aces above the likes of Michael Chang and Pete Sampras in recognizability. But those Nike and Canon commercials worked too well: His overexposure score is a bloated 126.
Tennis has few personalities who can assume Mr. Agassi's marketing mantle, although Mr. Sampras has the highest score as an endorser. Mr. Chang scores best among men. Their appreciation of Mr. Sampras' mastery is evident, but when it comes to personality, men find Mr. Chang most likable, trustworthy, fun, believable and cool.