Chung Hyeon

50 Most Marketable 2018 - Chung Hyeon

South Korean, 22, Tennis

Perfectly positioned as the new frontman for Asian tennis

Representatives: WME | IMG

Key partners: Lacoste, Samsung, Rado, Yonex, Genesis

Sporting his unique white glasses, there can be few faces more instantly recognisable among tennis’s next generation than Chung Hyeon. A relative unknown until the 2018 Australian Open to those less devoted to the unending ATP Tour, Chung announced himself to the world with an historic run to the semi-finals, seeing off Novak Djokovic along the way, doing so with a brutal efficiency that the Serb would recognise in himself.

In reaching the quarters, he became Korea’s most successful men’s player of the Open era. It would take Roger Federer to stop him in the semi-finals, but after gaining 60,000 Instagram followers overnight, everyone has wanted a piece of the South Korean.

His agent, Stuart Duguid, described the sudden urge to be attached to Chung as “unprecedented.” Already, he boasts Lacoste as his apparel sponsor, with Yonex supplying his rackets. Genesis, the luxury car brand, came on board in April. With the Olympics coming to Tokyo in 2020 – a relative stone’s throw from Chung’s Korean hometown of Suwon - he has the chance to usurp Kei Nishikori as the region’s go-to tennis endorser. NF

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