Attitude is not a question of the moment

Dear reader,

It wasn't just tennis fans who watched: Rafael Nadal's last appearance at Roland Garros. No victory, no title, no grand final. And yet: a moment that made waves around the world - and a good reason to take a closer look from a brand perspective.

What actually made this moment so special, so powerful? Was it the iconic backdrop? The memory of the old rivals who had always treated each other with respect? Or was it the attitude of an athlete who may never have been the loudest in the sport, but was arguably the most reliable? And we don't mean the 112 victories, the 4 titles in Paris. But the consistency of this guy, his unmistakability, the perseverance with which he unwaveringly pursued his goals.

Because Nadal has always been clear, always with himself, while so much has changed around him: The opponents, the media, the dynamics of the game, even the red clay and the balls. Only Nadal remained Nadal: no change of style, no new staging, no "rebranding". Just the same attitude - right to the end.

And despite all the agility and dynamism that we rightly expect from brands, such stability is a strong value. Because at a time when everything is changing - technologies, markets, target groups - the temptation to constantly rethink everything is great; and many brands react with actionism, with ever new messages, new claims, new tonality, new logos, new identity. But those who constantly change everything just to change themselves end up losing themselves.

Instead, we should perhaps ask once again: What remains, what must remain, when everything else changes?

Nadal shows: Sometimes you are more successful if you don't always reinvent yourself. Instead, you stay true to yourself, even when things change. And that has nothing to do with nostalgia - more with strategy.

Or what do you think?

Here are some impressions of the event: https://www.tennismagazin.de/news/merci-rafa-nadals-traenenreicher-abschied-bei-den-french-open/