adidas pokes fun at Murray haters with sponsored tweet

Though a man of few words, Scotland’s Andy Murray still managed to pick the Sports Personality of the Year 2013 prize at the weekend due to the wave of success he’s been riding over the last year – something his sassy sponsors at adidas thought they’d draw attention to in a Twitter advert, which has already been retweeted over 13,000 times.

Murray’s roaring success at Wimbledon, which saw him become the first Brit in 77 years to win The Championships, had already managed to quieten his critics on the whole, many of whom made fun of him for his often less-than-warm demeanor on and off the tennis pitch, but adidas thought it’d be fun to dig the knife in a bit more.

adidasUK tweeted the picture of Murray’s historic win, with “Not bad for a man with no personality” as the caption, and commented “Congratualtions @andy_murray! #allinformurray”.

Well played, adidas, we say. A perfect example of what social media can do for brands looking to react to news in real-time, and encourage greater brand awareness as a result.