Grand Slam champion and former World Number 1 Andre Agassi on his foundation’s work with children, being brand ambassador for Lavazza and his favourite coffee
Back in the day, Andre Agassi’s incredible resume of an Olympic gold, eight Grand Slams and topping the rankings with 60 career singles titles was celebrated as much as his hot pink shorts and his mullet haircut. But since his glory days on the professional tennis circuit, Agassi has made the shift from enfant terrible to brand ambassador, from teen heart throb to family man and from long hair to no hair.
When Lavazza, the then 120-year-old Turin-based coffee company, became in 2015 the only food and beverage brand to partner with all four Grand Slams, it chose Agassi to be spokesperson. The partnership was unveiled with the ‘I’m Back’ campaign at the US Open two years ago. Sales from the outlets have been benefiting the Andre Agassi Foundation, dedicated to creating education opportunities for children.
Excerpts from an e-mail interview during the recent US Open:
As brand ambassador, what values do you share with Lavazza?
Our relationship has made a huge impact on the education of so many children in Las Vegas. Lavazza’s commitment to what I am doing personally, what I value, has been remarkable. Its commitment to tennis is only growing. Our relationship has multiple wins for so many. I wouldn’t be doing this interview at 8 in the morning if it wasn’t for Lavazza, because I would still be sleeping.
What’s your favourite coffee?
I like about three espressos just to start the day; to remind me that every day it’s buzzing and let’s get after it. And then, a little shot of cappuccino in the afternoon.
Is there anything new that the Foundation is working on?
I am expanding the Foundation, with the help of so many, Lavazza included. We have gone from building a school in Las Vegas to building about 83 across the country. Lavazza has given opportunities for our kids to experience epic trips and learning experiences. In India, where I’ve been a couple of times, we’ve started Square Panda, that helps kids in their early childhood learn to read.
This year was the 50th anniversary of the US Open. How has it been special to you?
I look forward to watching everybody else do what I used to do. The four Grand Slams have their own epic place in not just tennis, not just in culture, but also in the lives of all these athletes, and to get over the finish line requires something unique. I am not sure anything can ask more of you than the US Open, given the heat. If you can win this tournament, you can accomplish whatever your dream is.
Are you glad you didn’t have to deal with social media when you were playing?
Social media is a double-edged sword. If you have access to promoting yourself in a positive way, or be self-inflicting, you can do either. I am thrilled that I picked a hell of a time to be famous. Because, if social media was around when I was less aware of the consequences of my words or actions, I think people would think a lot less of me.
Could you pick one tennis great with who you would want to have a cup of coffee?
I would pick Steffi Graf (Agassi’s wife) because that means I would be home in a real world, living a real life. I am so thankful for it.
Your kids have the gene pool of two tennis greats. Do you wish they would take up tennis?
Well, I do not wish my kids had taken up tennis. It’s too late to ask what I wish because they’re older; they’re 16 and 14. We all try to break the cycle of dysfunction in our childhood. And I’ve done my best to do so in areas that I feel I was denied, and I try to be the person my father was to me in areas of offering strength. But, you do a lot more learning as a parent than you do teaching, and I am always trying to learn.