As Andy Murray makes his bid for a second U.S. Open title this week, Under Armour is helping the one-time dour Scotsman to widen his appeal to American tennis fans with a series of films in which he meets a bunch of New York tennis juniors
In a digital content series entitled #Murrica (Murray meets 'Murica), he interacts with the young stars of the New York Junior Tennis League, not only to to give some tennis tips but to talk about subjects including pizza, haggis and Pokemon. It gives him a chance to show off his playful side, while they comment on his weird accent and teach him some New York slang. The youngsters agree he's "legit," and presumably the idea is that viewers will, too.
Under Armour's Tight Shirt Productions along with comedy directors Josh Ruben and Vincent Peone created the content series. Under Armour is also discussing Murray on social media under the hashtag #Murrica.