The ATP came up with its “FEEL IT” campaign in 2007 just prior to the BNP Paribas Masters in Paris. You may have seen the commercials that aired at the tail end of the 2007 season. Roger is an integral part of this campaign, naturally, as the #1 player in the world, and he had nothing but positive things to say;

Roger Federer, ATP World No.1, who features in a creative showing past champions of the men’s game, said: “I think ‘FEEL IT’ is a very good idea and I like the legends aspect with all the other great players on my photo. It makes me proud as I’m not only playing against the current players but also against history. The ‘FEEL IT’ campaign looks good and we need something like this as there are a lot of new players coming up as well as players that are well established.”

The ATP captured the essence of what the tour is all about with each one of its star players. They have picked a theme for each player that represents the type of game they play. For example, Rafa is the raging bull, and Novak is a tiger. It adds an almost mystic effect to the game in which in turn makes the game more appealing to current fans as well as new fans who don’t know that much about the game. All in all, I think the ATP is moving in the right direction in marketing this beautiful game.

Source: atptennis