NEW YORK, NY – AUGUST 30: Andre Agassi speaks to the media at the kickoff party announcing their global partnership at NOMO Kitchen on August 30, 2016 in New York City. (Photo by Ed Mulholland/Getty Images for Lavazza)
Lavazza announced the global partnership with the legendary Andre Agassi with a flash mob of “clones” stationed in Union Square. The 150 80s mullet-donning clones channeled the iconic Agassi look, and are working their way through New York City for the ultimate consumer experience, commencing at Arthur Ashe Stadium tonight. The flash mob marks the launch of Agassi’s “I’m Back” campaign with Lavazza at the US Open.
The Andre Agassi Foundation
The campaign is a buildup to the official announcement that Andre Agassi is back at the US Open with Lavazza to “give back.” For every cup of Lavazza coffee ($3) purchased at the US Open this year, one dollar ($1) will be donated to the USTA to support the Andre Agassi Foundation to benefit education efforts for underserved youth.
Additionally to kick-off the campaign, Andre Agassi, Marco Lavazza, and Francesca Lavazza attended a private breakfast held at NoMo Kitchen in the NoMo Hotel this morning. Media and influencers were greeted with a Lavazza coffee bar serving cold brew coffee in Agassi-silhouetted souvenir cups, build-your-own Coffeetail No. 10s made with cherry liqueur, as well as classic cappuccinos and espressos – emblazoned with coffee stencils.
Attendees were welcomed to an informal breakfast and snapped photos with Agassi, while sipping Lavazza coffee.
The campaign videos
Ten years ago, Andre Agassi said goodbye to the game of tennis — the game he changed forever. The same way Luigi Lavazza changed the coffee industry by inventing espresso 120 years ago. Now, the two brands with the same exciting, innovative spirits are teaming up to change the lives of underprivileged kids — starting at the US Open
A glimpse behind the scenes of #ImBack: the interview with the star of the campaign, Andre Agassi. Agassi will be the face of the sponsorship by Lavazza, the only food & beverage brand to partner with all four Grand Slams around the world: the US Open, the Australian Open, Roland Garros and Wimbledon.
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