New Brand Identity for Murray

Wimbledon winner and Great Britain tennis star Andy Murray will soon have a personalised logo as he looks to takes his brand image to the next level.

He is not the only high profile sports professional to have ventured into this area, as Roger Federer, Cristiano Ronaldo and Gareth Bale have in recent years acquired and designed a personalised logo that appears on all their apparel and associated merchandise.

This is another big move for the current world number 3 as he looks to capitalise on the influx in attention he has been getting since he won his first major title at the Olympics in London in 2012. He has an exhibition against Serena Williams scheduled in the coming months and has decided the time is right for a more focused brand identity to come to the fore.

The Adidas sponsored player has hired branding agency AESOP to undertake the design and marketing strategy after a competitive pitching process. His new logo will be incorporated across all his accessories, and will be featured by his racquet providers Head.

Roger Federer’s brand logo has elevated him beyond a tennis player and with moves by Rafael Nadal and Murray, tennis will soon have three very distinctive identities at the very top of the sport.

Murray has also recently changed his management company which will now be known as 77. The reason comes after it was 77 years since a male British player won Wimbledon. It also coincidently fell on the seventh day of the seventh month.

Upon the identity choice, Martin Grimer, the Executive Director at AESOP said: "His Wimbledon success secured a new chapter for British tennis. For us, winning the opportunity to create and narrate his story and deliver an iconic identity for both him and his company is a grand slam."

Murray’s decision to launch a brand identity reiterates the desire of big names and companies to have a recognisable identity. This identity will directly reflect how Murray wants the rest of the world to perceive him and elevate his persona across multiple new channels, taking him to an even greater level of global stardom.

With such a comprehensive pitch strategy and an aim to be the very best, it will not be long until children, family and friends are donning items from the Murray brand. And of course, the main man himself, Andy Murray.

Regardless to say, like Fred Perry, Andy Murray will now be a name fashion and tennis lovers will never forget.

Written by Tom Gibson

Project Manager

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