The Adidas brand ambassador won the prestigious award last night (16 December) after becoming the first British male in 77 years to win the British Grand Slam this summer.
Despite capturing the hearts of many with the win, Murray’s critics have continuously cited his perceived lack of personality as denting his chances of matching the same global appeal as rivals Rafael Nadal and Roger Federer.
Adidas took the opportunity to poke at fun at the claims with an advert posted on Twitter and running in today’s Metro featuring a pic from Murray’s historic win. It reads: “Not bad for a man with no personality” and “Congratualtions @andy_murray! #allinformurray”.
The post has been retweeted more than 12,000 times already including one from Murray himself.
The move is the latest from the brand’s ”moments of celebration and acknowledgment” strategy to insert the Adidas brand quickly to key sporting moments. It has previously used the initiative around Bayern Munich’s Champions League final last season and the 2012 Olympic Games.