5 days ago
Frances Tiafoe On Energizing His Way Through Long Matches And Business Relationships
Frances Tiafoe makes it through matches one nibble at a time. As the American tennis star continues his run with Clif Bar, he's partnered with the brand on a new Caffeinated Collection that features a line of products bearing his face on the package. But the Tiafoe-Clif connection is about more than his smile. 'I was heavily involved in it,' he tells me about the development of the line. 'They had an idea and direction they wanted to go, and I was excited about it.'
He was excited because he uses the product every day. 'I'm a pretty energized and outgoing guy,' he says. 'I give so much energy when I am playing and with long matches, especially in the majors, I nibble on bars on every changeover when I'm playing. It is helping me to keep my energy up and lasting through the match. I'm not a big caffeine guy [off the court], but this has been the right thing for me.'
He uses the new caffeinated bars 'super strategically,' opting for a spike near the end of matches to keep his energy levels going strong.
Tiafoe, who says he's enjoyed the white chocolate macadamia nut and crunchy peanut butter bars in the past, has his face on the new vanilla almond caffeinated variety, something that he started taste-testing in December. 'I bit into a lot,' he says about the process. 'I tasted a lot. I want to like it. I am going to be nibbling at it, no telling how much, I am going to be biting into it a bunch of times. I definitely need to like it. Hopefully the world likes it, but more importantly I need to like it.'
Throughout the process, Tiafoe was along for testing the caffeine usage and levels, the flavor profiles and even the bar's packaging. The new collection features Tiafoe supporting vanilla almond and WNBA star Breanna Stewart backing the caramel chocolate chip flavor. Each bar contains 10 grams of plant-based protein and about 65 milligrams of organic caffeine, the equivalent of one espresso shot.
He says he's honored any brand would want so much of his input and wants to focus his business-geared time on creating deeper relationships with brands instead of having transactional relationships. 'I am really blessed, highly favored,' he says. 'I really believe in that. They could have chosen anyone, but they chose me. I appreciate it and don't take anything for granted.'
Tiafoe approaches business relationships like he approaches life, believing that putting out good energy means he will get that in return. By building relationships—and not being transactional—with a brand breeds longevity. 'I don't want to do something for a short stint,' he says, 'I want to do it for a real long time. I am glad everybody on the team wants to be part of my journey and see how far I go. That builds me as an individual.'
MORE: Frances Tiafoe Switches To Lululemon Tennis Apparel
The process becomes easier as relationships form, and you work with great people. 'Everyone on Clif Bar, from the bottom all the way to the top, is amazing,' he says. 'They are asking my opinions. It is an easy dialogue. Everyone wants to see me win and it helps when we are trying to go in one direction.'
That's what drives Tiafoe in business. 'Every partner I have, I have great relationships with,' he says. 'It's not a numbers thing. It is does it fit with who I am and what I believe in and what I want to do? I gotta keep tennis the main thing but if it makes sense for me and them, let's make it rock, and let's do it for a long time. There are only so many hours in the day, so I just try to be me and ultimately that takes you a long way.'
Tiafoe says focusing on trying to be a 'great individual every day' while doing his best on the court to make the investment worth it for a brand has been his aim. 'People see the authenticity you have, and I am lucky to have people around me who want to be part of that,' he says, adding that folks can see when you're trying to be someone you're not. 'It is truly humbling. It could be anyone, but I'm glad they chose me. It has been awesome. I can't complain.'
Mixing the Clif Bar into his on-court routine is part of maturing, Tiafoe says. Early in his career he wouldn't eat anything and would drink any random sports drink put in front of him. 'It didn't matter,' he remembers thinking at the time, 'I didn't think it was a big deal.' Then his coach encouraged him to eat while on the court, especially as he started playing longer matches. Now, at age 27, he admits he can't just walk up and play without planning. He needs to be more regimented in his nutrition, locking in daily routines to maintain his fitness.
'Clif Bar is really helping me, and it has been great,' Tiafoe says. 'It made a big difference in my play and not having dips and being one of the fitter guys.'
As Tiafoe nibbles away on bars during matches, it's all part of a maturing nutritional stance. The face on the package? That's part of a relationship.
