Steffi Graf and Andre Agassi could be the new faces of Lidl

Lidl is set to strengthen its sports own brand Crivit with the addition of a world-famous athlete duo. German-American tennis icons Steffi Graf and Andre Agassi could be the newest faces of the discount chain, Lebensmittel Zeitung reported.

(c)Dave Chamberlain

Lidl has not commented on the news, while Graf’s representative said they could not give any information at the moment.

The Crivit campaign aims to find well-known faces who fit Lidl’s brand image and represent a sport that is not tied to fast trends. The discount chain has already signed big names in the past, with Arnold Schwarzenegger joining the Parkside DIY brand, for example.

The Crivit campaign is set to launch in more than 30 countries, but internal controversy surrounds the decision. Some say Graf and Agassi are targeting the older generation, while reaching younger consumers could be questionable.

Lidl is investing heavily in the promotion of the Crivit sports brand, which could explain the hiring of Steffi Graf and Andre Agassi. According to Lebensmittel Zeitung, the discount chain generates €1.2-1.5 billion a year from non-food products, which accounts for 15% of total sales.