Lacoste's integration of Andy Roddick has been in full force since their relationship began in 2005. Roddick is in their print ads, their website, their commercials, appears for retail events and (obviously) wears Lacoste while playing on the tennis court.
However, with his deal set to end in 2013, Lacoste seems to end his endorsement deal with publicity and promotion. Where brands in tennis tend to completely embrace their relationships with full product lines – think Maria Sharapova and her Nike/Cole Haan line or Roger Federer and his Nike line – Andy Roddick only gets a SEVEN PIECE COLLECTION from Lacoste. Seven pieces is barely enough to call a collection. Andy, you're getting played my friend!
I'm also confused by the logo on the 7 pieces (see left). It's different from Andy's logo on his website andyroddick.com. Andy, why couldn't you get them to use your logo?
Maybe it's because according the ATP rankings he's 21st going into the U.S. Open, and he hasn’t been ranked over 6 in more than 5 years.
Despite these shortcomings, I think he's a great ambassador for the brand. He's a good-looking guy who would probably actually wear Lacoste without an endorsement deal. And he's married to Brooklyn Decker. So with that, I understand Lacoste's play: work him hard in all advertising and promotions with little additional investments, but don’t cannibalize the brand created by the great sportsman and innovator of style, the crocodile, Jean René Lacoste.