Fourhand: Sharapova "challenges" Jeremy Lin; Federer on Wintour & Apple Watch

First up in the Spin's latest Fourhand installment: the most stilted live-action advertising involving athletes in some time. Let's dig right in:

TAG, YOU'RE IT A new commercial by TAG Heuer features odd juxtapositions of Maria Sharapova with the clip's main attraction, NBA vet Jeremy Lin, and soccer stud Cristiano Ronaldo. Seeing is believing:

The Spin would love to have sat in on the marketing meetings that dreamed up that ad, which seems a lot longer than its 2:30 run time.

VOGUE WHO? Roger Federer reveals to The Hollywood Reporter that he didn't know who Anna Wintour was when he first met her. "I was introduced to her, the editor of Vogue, and I said, 'OK. Fine. Now what?'" Even so, the two have become steadfast friends. But Wintour would likely adopt this pose in response to THR running Fed's recent comments:

MARKET WATCH Federer may be a harbinger of trends to come—or even for those that will not quite take off the runway. Asked about Apple's new smartwatch, he told CNBC, "I haven't felt it or tried it but I'm actually curious to see how it is, and if it's going to revolutionize watches or not. I doubt it's going to have a big impact on the Swiss watch industry." Now that is a perfect Federerian thing to say.

CHRONO TRIGGER The WTA's "Strong Is Beautiful" campaign did much to further the belief that tennis is simply a downright pretty sport in motion. Now comes Jean-Yves Lemoigne’s Chronophoto collection, a series of pictures using a process called chronophotography that captures graceful and vivid movements over a few frames. Lemoigne's work appears in BKRW magazine's tennis issue. It's kinetic stuff, and it is gorgeous.

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