As the tennis industry is gearing up for the French Open, Asics has started a global advertising campaign with Gael Monfils hitting back balls fired at him in a gritty urban environment. Asics has been investing increasingly in the European tennis market, providing particularly striking outfits for Monfils. Aligned with a global brand campaign started in February, the campaign around Monfils uses the line “It's a tough game. Go smash it.” It aptly captures the characteristic athleticism of the player, who likes to entertain audiences with improbable shots such as a jumping forehand. He is currently 15th in the ATP rankings.

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