Earlier this week, Lavazza announced the global partnership with the legendary Andre Agassi with a flash mob of “clones” stationed in Union Square. The 150 80s mullet-donning clones channeled the iconic Agassi look, and are working their way through New York City for the ultimate consumer experience, commencing at Arthur Ashe Stadium. The flash mob marks the launch of Agassi’s “I’m Back” campaign with Lavazza at the US Open.
The campaign is a buildup to the official announcement that Andre Agassi is back at the US Open with Lavazza to “give back.” For every cup of Lavazza coffee ($3) purchased at the US Open this year, one dollar ($1) will be donated to the USTA to support the Andre Agassi Foundation to benefit education efforts for underserved youth.
Additionally to kick-off the campaign, Andre Agassi, Marco Lavazza, and Francesca Lavazza attended a private breakfast held at NoMo Kitchen in the NoMo Hotel. Media and influencers were greeted with a Lavazza coffee bar serving cold brew coffee in Agassi-silhouetted souvenir cups, build-your-own Coffeetail No. 10s made with cherry liqueur, as well as classic cappuccinos and espressos – emblazoned with coffee stencils.