Eugenie Bouchard, a name synonymous with Canadian tennis success, has offered a candid perspective on her career. In a recent interview, Bouchard discussed how tennis provided a platform to explore her personal brand, leveraging both athletic prowess and “sex appeal” to build a successful presence beyond the court.
Embracing the “Sex Appeal Side” of Tennis
Bouchard, a former top-five-ranked player, acknowledged the unique visual aspects of tennis attire. “First of all, tennis is a great sport for that sex appeal side,” she stated in an interview with YouTuber Valeria Lipovetsky. “We’re wearing short skirts, we’re wearing tank tops. It’s fun to turn on the TV and watch that.” She elaborated on how this visual appeal translated into commercial opportunities. “Right away I was able to get great marketing deals off the court. Being asked to be in the Sports Illustrated Swimsuit Edition a few times – exploring that path was definitely on my to-do list.”
More Than Just Tennis: Building a Brand Identity
Bouchard viewed these modelling ventures as a way to transcend the limitations of professional tennis. “Why keep myself in a box? Why not try to become bigger or better or transcend tennis or explore other fields?” she questioned. Bouchard acknowledged that while tennis had been her primary focus, she didn’t want it to define her entire life. “So, I found it very interesting to be in the magazines or do fashion stuff and see that I really enjoyed these things as well.”
Building a Fanbase and Supporting the Sport
The Canadian athlete emphasized the business benefits of broadening her brand. “It’s just increasing my fan base, my audience, which in turn helps me get better brand deals, better endorsements,” she explained. Bouchard highlighted that this approach wasn’t solely self-serving; it could also benefit the sport itself. “Not just in a personal way for me, ‘OK I can actually make more money out of this,'” she said, “‘but in a general sense, ‘OK, we have someone who is maybe a casual fan who is going to come to the Miami Open to watch me play.'” She concluded by stating, “That’s good for tennis in general, for female tennis, for women’s sports, that’s good for everything.”
A Storied Career and a New Chapter
Bouchard’s career trajectory is a testament to her early achievements. She became the first Canadian, in both junior and professional ranks, to win a Grand Slam singles title by conquering Wimbledon Juniors in 2012 at the young age of 18. Two years later, she made Canadian tennis history again by reaching the Wimbledon final, ultimately falling to Petra Kvitova. While injuries hampered her ability to maintain her peak performance, Bouchard’s celebrity extended beyond the court. She even participated in the NBA’s celebrity all-star game in Toronto during 2016.
Recently, Bouchard has picked up a new racquet – one used in a different kind of court game. She announced her signing with the Professional Pickleball Association (PPA), a move hailed as “one of the biggest signings of the year.”
Eugenie Bouchard’s journey highlights the multifaceted nature of athletic careers. By embracing various aspects of her brand and persona, she was able to build a successful presence that extended beyond the confines of the tennis court.
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