Culture
From Dairy Daddies to Trash Pandas: How branding creates fans for lower-league baseball teams

Maybe you’ve seen him.
Perhaps his sideways glance and piercing blue eyes have crossed your timeline. His smirk might be all over your TikTok. If you follow baseball or if your algorithm has decided you like livestock, you may have encountered McCreamy, the muscular mascot of the Danville Dairy Daddies.
The brawny bull with a bright pink nose dons blue jeans and a “DD” belt buckle but no shirt, propping one hoof on his hip while the other rests against a bat standing by his feet. His unveiling went viral, providing a level of exposure not usually seen for a collegiate summer baseball team from an unincorporated Virginia city of 42,000 people in the regional Old North State League.
But this was no accident. The Danville Dairy Daddies knew exactly what they were doing.
There’s a story behind their name, a thought process behind their color palette and an award-winning designer behind their logo. Such is the case for many of the eccentric team names filling the minor leagues and collegiate summer leagues in recent years. The magic lies in the quirks that tie the clubs to their communities. The fun comes from the winks, nods and Easter eggs that teams incorporate in their branding to tell locals, “Hey, we know what makes this town special, and we’re leaning into it.”
That’s partially how a topless bull came to represent a team in Pittsylvania County, which boasts three of the five largest dairy farms in Virginia. The Dairy Daddies moniker was initially suggested to general manager Austin Scher as a potential name for Danville’s first collegiate summer team, the Otterbots, in 2021. Over the next three years, the alliteration stuck in Scher’s brain, and when he learned of the local connection, there was no denying the divining of the Dairy Daddies and their main man McCreamy.
“While it is quirky and silly and somewhat tongue in cheek, there is a very real community connection,” Scher said. “The blue and pink are designed to elicit feelings of newness, of birth, of rebirth. You see those two colors together and you might think of a gender reveal party or a nursery. Then you look at this muscle-bound cow, and you’re thinking, ‘Well, that’s not a baby. That’s very much full-grown.’ Danville and all of southern Virginia are in the middle of this massive resurgence.”
Good mooooorning fam. pic.twitter.com/a11eFunPhT
— Dairy Daddies (@DairyDaddies) February 29, 2024
Each component of McCreamy conveys a characteristic of his community. Paul Caputo, host of the “Baseball by Design” podcast, which explores the origin stories for minor-league nicknames, sees that same quality in team names across the country.
“You can tell the story of America by understanding why minor-league baseball teams have the names that they have,” he said.
The Dairy Daddies are just the latest in a long line of lower-league baseball teams that shirk traditional names in favor of more eye-catching identities. Pinpointing the origins of the trend is difficult — you could trace it all the way back to the late 1800s, when a team called the Dudes existed in Pensacola, Fla. — but the recent surge of silliness stems in part from Major League Baseball’s downsizing of the affiliated minor leagues from 163 teams to 120. Forty-three franchises lost their affiliation in 2020. Many of those teams played under the same names as their former MLB parent clubs and had to rebrand. Former rookie-league teams like the Burlington (N.C.) Royals and Pulaski (Va.) Yankees re-emerged as the Sock Puppets and River Turtles to play collegiate summer ball in the Appalachian League.
Teams that maintained their MLB affiliations have also jumped on the funky name train with hopes of invigorating their brands. Pick nearly any league, at any level, and there’s a nickname or logo that will make you stop and gawk. The Carolina Disco Turkeys. The Montgomery (Ala.) Biscuits (formerly the Orlando Rays). The Minot (N.D.) Hot Tots. The Rocket City (Ala.) Trash Pandas (formerly the Mobile BayBears). The Wichita Chili Buns (an alternate identity of the Wichita Wind Surge).
Without the constant media coverage and cash flow MLB organizations enjoy, lower-league teams have to get creative to stir up engagement, increase exposure and keep their franchises afloat.
“I see pictures of people visiting the Eiffel Tower and the Taj Mahal and they’re wearing Trash Pandas shirts when they do it,” Rocket City’s director of marketing Ricky Fernandez said. “It blows my mind that someone’s like, ‘We’re going to the Eiffel Tower today! I better get my finest raccoon astronaut T-shirt on so I can snap a selfie!’”
Eiffel Tower 📍
Paris, France 🇫🇷https://t.co/5tFZEz6w5X pic.twitter.com/A88VZCgBdQ— Rocket City Trash Pandas (@trashpandas) June 23, 2022
Even with a local connection, an unusual name can take time to accept. Take the Jacksonville Jumbo Shrimp. The Miami Marlins’ Triple-A affiliate played as the Suns from 1990 to 2016, when new ownership took over. Though the new team name has a tie-in to the local shrimping industry, the public wasn’t immediately sold. Noel Blaha, Jacksonville’s vice president of marketing and media, said the antipathy was expected and they planned the reveal accordingly.
“We very purposefully had some elementary school kids in the front row of the press conference because if things turned sideways and people were throwing tomatoes, they weren’t gonna go after the kids,” he said.
Still, someone started an online petition to change the name back to the Suns. Five thousand people signed within two hours.
“We got angry Facebook posts. We got some very offensive emails,” Blaha said. “People were pissed, point blank.”
But slowly, the tide turned.
“What it resulted in was incredible merchandise sales in the months leading up to the start of the season, and then the season started and we set an attendance record that weekend,” he said.
The DubSea (Wash.) Fish Sticks (previously the Highline Bears) experienced the same rejection-turned-resurgence after their new identity won an online poll pitting Fish Sticks against Seal Slingers as the two options for the team name.
“I had zero people get angry about the name the Highline Bears. I also had zero people get excited about it,” team president Justin Moser said. “Before we rebranded, I don’t think we ever sold anything online. Maybe one or two t-shirts as the Highline Bears.”
Despite social media comments calling the new name stupid and “a disgrace to the area,” the Fish Sticks have since shipped orders to all 50 states and nine countries. They recorded five sellouts last summer and announced that their June 1 season opener sold out on April 23.
Fin Crispy Jr. is the mascot for the DubSea Fish Sticks, a summer collegiate baseball team in Washington. (Photo: Blake Dahlin / courtesy of the DubSea Fish Sticks)
These days, teams that aren’t getting creative with branding can seem a bit stale, said Caputo.
“Being named for a local animal just feels very 1990s,” he added. “It feels old.”
That’s where sports branding companies come in. In the minor-league baseball space, there are two heavy hitters responsible for most of the new, splashy nicknames: Brandiose and Studio Simon. Team staffers work with designers to brainstorm an identity linked to the local history, industries, cuisine, natural landmarks or traditions.
“Every community has a story waiting to be told, and the goal is that when you visit a sports experience, particularly in minor-league baseball, we want you to step into a whole other world,” Brandiose co-founder Jason Klein said. “We want you to step into a story, a nine-inning vacation as we call it. But that story is the story of your hometown.”
Anchoring each team’s story is its logo, the main character of the narrative. Amarillo Sod Poodles GM Tony Ensor knew that nailing his Texas League team’s logo would be key to winning over naysayers, so he went to Brandiose with detailed instructions.
“I want the mouth to be John Wayne,” he said of the animated black-tailed prairie dog, “and the eyes to be Clint Eastwood.”

The Amarillo Sod Poodles are the Double-A affiliate of the Arizona Diamondbacks. (Photo: John E. Moore III / Getty Images)
Scher, the Dairy Daddies GM, had similarly specific requests for Studio Simon creative director Dan Simon when molding McCreamy. Simon envisioned the bull as having a dad bod. The response was a swift “no.”
“They wanted him built but not Arnold Schwarzenegger-built. He’s fine-tuned,” Simon said. “This cow was going to be kind of a ladies’ man. Or, in this case, a male cow is a bull. So he’s a cow’s man.”
Partially inspired by McDreamy, the surgeon Patrick Dempsey portrays in “Grey’s Anatomy,” McCreamy also embodies the spirit of another beloved TV character. Simon sees the bull as boasting the charisma of Joey Tribbiani from “Friends” with a facial expression that seems to ask, “How you doin’?”
These flirty, wacky, happy characters do get some blowback for deviating from traditional logos, or for being kitschy tactics intended to sell T-shirts. But Simon, Klein and the teams that proudly play as Sock Puppets, Trash Pandas and Sod Poodles shrug off that notion.
“The sports fans are going to go to the games anyway,” Simon said. “These identities are drawing people who wouldn’t otherwise come, and hopefully when they do come, they go, ‘Hey, this was fun! I’m going to come again!’ It’s not like you drew them in under false pretenses. It’s not that at all. Minor-league and collegiate summer league baseball, it’s fun! It’s fun to go to those games, so you bring in new fans and you’ve made new fans who hopefully come back.”
The players, whether they’re college athletes trying to get on scouts’ radars or minor leaguers assigned to the clubs by their MLB organizations, also benefit from the increased exposure and engaged crowds.
“I’ve heard from several players that it’s like a little taste of the majors before you actually make it to the show,” Fernandez of the Trash Pandas said. “The old team we had before they moved, we were getting like 200, 300 people a game. It was kinda sad to be at a game because there’d be so many empty seats. Here we’ve led the league in attendance every single season. We average 5,000 people a night.”
Los Angeles Angels starting shortstop Zach Neto, who played 37 games for Rocket City (based in Madison, Ala.) on his path to the majors, had a pair of custom Trash Panda cleats made and said he still rocks the team’s merch.
“We got to play there in an awesome atmosphere every night,” he said. “Even to this day, I still see myself as a Trash Panda.”
The college kids feel it, too. East Carolina catcher Ryan McCrystal, who spent the last two summers as a Burlington Sock Puppet, said the North Carolina community embraced all the players but admitted it can take a bit of effort to convince friends and family you’re playing for a real team.
“They think it’s a joke, but I think it’s really cool because it’s easier to rally around a team with that kind of name. It’s easier to build up a community around a team name that is something that brings people together,” he said.
“It’s the only sport that you can really do it where it makes sense. It’s something small but beautiful about the game.”
(Illustration: Daniel Goldfarb / The Athletic; top photos courtesy of Rocket City Trash Pandas, Jacksonville Jumbo Shrimp)

Culture
The funniest 2025 March Madness bracket names: Picking our favorites

There’s not too much shame in a botched March Madness bracket. The NCAA Tournament is compressed chaos in single elimination, upsets are part of the game, and only one entrant can actually win it all.
What we can’t forgive is a lazy, uninspired bracket name.
The men’s and women’s tournaments give us a wealth of punnable school, player and coach names to choose from — even an arena or two. Here are this correspondent’s favorite puns and frivolities for 2025 bracket names. Give us yours in the comments below.
Men’s
Ok, Broomer — For those who see Auburn as an inevitability, go with their star, Johni Broome. These are not your postwar Tigers.
Green Flaggs — A lot of folks will swipe right on the Blue Devils if their megastar Cooper Flagg is healthy.
Lipsey’s Hustle — The marathon continues for Tamin Lipsey, Iowa State and the Fightin’ Otzelbergers.
Knuck If You Buzz — Texas A&M head coach Buzz Williams has the sheer intensity and righteous passion of prime Lil Scrappy.
Let’s Get Oweh From It All — To Kentucky’s Otega Oweh: “Let’s take a boat to Bermuda, let’s take a plane to Lexington.”
Yes, UConn — For the Huskies believers.
No, UConn’t — For people who actually watched UConn this season.
Creighton for a Star to Fall — The name whispered on the wind was, in fact, “Ryan Kalkbrenner.”
Caleb Love and Basketball — For what? Our hearts, of course. And an Arizona run.
Caleb Grillz — Missouri bucket-getter Caleb Grill has his whole top diamond and the bottom row gold … we think.
Littlejohn and the Eastside Boyz — Chase Hunter and Clemson have forced their tourney seeding to Get Low. Looking to bring some hardware back to Littlejohn Coliseum.
Frankie Fidler on the Roof — To life, to life, to Sparty. Tevye would’ve trusted Michigan State’s Tom Izzo in March.
Love (Ma)shack — It’s a lil’ old place where we can get together … and make Alabama really upset. Tennessee’s Jahmai Mashack had one of the coolest moments of this college season.
LJ Cryer and the Infinite Sadness — A [Houston] Cougar with Butterfly Wings. Underestimate whatever that is at your own peril.
Queen’s Gambit — Maryland’s freshman center Derik Queen is the tallest, fleetest turtle we’ve ever seen.
Kameron Presents…the (Golden) Diplomats — Based on Marquette’s guard Kameron Jones. Does that make David Joplin Juelz Santana?
Silkk Da Shaka — Another great Marquette play.
Toppin My Collar — For those both appreciating Texas Tech’s resurgence (and star JT Toppin) and wishing it was 2005 again.
“What Are You Doing in My Swamp?!”— The Florida Gators would win and cover against Lord Farquaad.
Rick Pitino’s Bodega Corner — The Johnnies have taken New York by (red) storm.
Throw it Down, Big Man —For those wanting to honor the late Bill Walton.
One Shining Moment — For those wanting to honor the late Greg Gumbel.
Grant Nelson’s Mustache — In celebration of the sport’s modern canon.
The Parentheses Preferers — Who needs brackets? Proper punctuation prevents poor performance.
Tar Heels and Glass Slippers — Maybe, just maybe, there’s someone out there who has UNC making a Cinderella turn.
The Floor Slappers Federation — Yup, it’s about that time.
Women’s
Elementary, My Dear Watkins — For those who fashion JuJu Watkins and the Trojans as “A Study in Scarlet.”
JuJu Fruit — We’re sweet on JuJu and USC.
For Bueckers or Worse — Paige Bueckers is the superstar, but Sarah Strong and Azzi Fudd also balled out this year.
For Auriemma, Forever Ago — Do we think UConn’s iconic coach, Geno Auriemma, knows who or what Bon Iver is?
Place Your Betts — UCLA and Lauren Betts could certainly cash out after their inspired Big Ten tourney performance.
Dawn and On — South Carolina and Dawn Staley pursue their fourth national title of this era. We’ll take every opportunity to hear more Erykah Badu.
Boom Boom Paopao — The WNBA-bound Gamecock Te-Hina Paopao is so 3008.
The Van, The Lith, The Legend — TCU’s superstar Hailey Van Lith just put in work as the MVP of the Big 12 Tournament.
Hidalgo To Bed — Don’t sleep on Notre Dame (or Hannah Hidalgo) despite the late-season slump.
Came Out a Beast — Flau’jae Johnson is nice on the boards and in the booth.
Taylor Jones’ Block Party — Everyone’s invited. Texas is tough in the frontcourt.
Wes is Moore — A guiding mantra. NC State’s sideline strategist Wes Moore is the ACC’s Coach of the Year.
Lawson’s Creek — For those switching over to Duke (coached by Kara Lawson) after their conference tournament title. Casting recommendation: Michelle Williams as Toby Fournier.
O.K., Sooner — We brought it back one time for those rolling with Raegan Beers and Oklahoma.
(Illustration: Kelsea Petersen / The Athletic; Harry How / Getty Images, Grant Halverson / Getty Images, Kevin C. Cox / Getty Images)
Culture
Book Review: ‘The Buffalo Hunter Hunter,’ by Stephen Graham Jones

THE BUFFALO HUNTER HUNTER, by Stephen Graham Jones
Stephen Graham Jones’s new novel would give Gen. Philip Sheridan fits. The Civil War officer is often cited as the source of one of the most infamous sayings in American history, “The only good Indian is a dead Indian,” and there are dozens if not hundreds of dead Indians in “The Buffalo Hunter Hunter.” There’s also a very long-living or, more accurately, undead one who opines: “What I am is the Indian who can’t die. I’m the worst dream America ever had.” Take that, General!
Good Stab is an Indigenous man from the Blackfeet tribe living in Montana around the time of the 1870 Marias Massacre, when U.S. Army troops killed nearly 200 unarmed women, children and elderly members of the Blackfeet Nation, a tragedy that figures in a multitude of ways throughout this gruesome joyride of a novel.
One day, Good Stab is caught in a violent encounter with a wagon train of white settlers holding a supernatural being in a cage. The strange, humanish creature is bloodthirsty, death-defying, antagonistic, charismatic and chatty. He’s called the Cat Man, and he’s a centuries-old vampire. During an ensuing skirmish with the white settlers, the Cat Man is freed and his blood gets mixed into a wounded Good Stab, who then becomes a bloodsucker as well.
Now released, the Cat Man preys on Good Stab’s tribe, which enrages Good Stab, leading to decades of conflict between the two. All the while, each is on a near-perpetual quest for vengeance against white settlers and for survival in 19th-century Montana.
None of this will be any surprise to readers of Jones’s past fiction, which has confidently mashed up various horror genres with pointed explorations of Native American experience. But two features stand out with his latest: first, the particular terms of vampiric living.
Rather than cloaked, castled mystery and wealthy Eurotrash vibes (familiar features of the vampire story, from Bram Stoker’s “Dracula” in 1897 through to Robert Eggers’s remake of “Nosferatu” in 2024), the monsters in “The Buffalo Hunter Hunter” are High Plains eternal drifters who have to drain their victims completely to remain vital. Moreover, in a mordant deep joke on the saying that you are what you eat, Cat Man and Good Stab inevitably take on the attributes of their victims, whether humans or animals.
Dante would be pleased with the situation Jones has created, though social justice-oriented readers looking for an easy-to-cheer-for BIPOC vigilante be warned: Good Stab can only defend his people and carry out vengeance on behalf of the Blackfeet by, as the novel’s title suggests, killing and feeding on lots and lots of Native Americans himself.
And his Blackfeet victims aren’t just fellow warriors in the midst of battles, either. In one case, Good Stab gorges on a child after crawling into the lodge of a sleeping family. First he quietly bites into her throat. “I didn’t think she could scream anymore, but I didn’t want her mother to have to see this,” he observes. But his remorse means little compared with his sudden insight: The younger the person he blood-sucks dry, the stronger he becomes. Cat Man already knows this, which leads to a wrenching climactic encounter with Good Stab that recalls the awful dilemma at the center of Ursula K. Le Guin’s story “The Ones Who Walk Away From Omelas.”
The consequences of this showdown stay with Good Stab forevermore. He unpacks his unquiet heart decades later, and his doing so plays out through the second distinctive feature of Jones’s novel: its story-within-story-within-story structure.
The novel opens with a discovery — in 2012, a book hidden in the wall of an old parsonage is found by an unnamed construction worker. It turns out to be a journal, written in 1912 and belonging to Arthur Beaucarne, the pastor of the local Lutheran congregation. Inside it contains the story of his strange encounters with Good Stab, who, after years of carnage, has seemingly come to him to confess.
In the novel’s 1912 sections, Jones adeptly plays into the expectations we have of horror tales. Good Stab appears and disappears in the church at will; people in town are being killed inexplicably; the sheriff doesn’t believe Beaucarne when he tries to tell him his suspicions about Good Stab; and Beaucarne himself has a secret past, which makes his vow to listen to Good Stab’s confession with “a good heart” increasingly suspect. Jones creates and builds a strong sense of suspense and mystery in the 1912 sections, whereas the Good Stab passages are comparatively loose and repetitively graphic, to the point of tedium.
This all comes to us through yet another frame narrative — at the beginning of the novel, Etsy Beaucarne, a flailing academic and descendant of Arthur, acquires the journal. Reading it, she’s curious about what she learns of her ancestor and his undead companion. As the novel unfolds, Jones moves back and forth between Beaucarne’s haunting in 1912 and Good Stab’s hunting in the years before, reserving Etsy’s discovery of her family connection to a strange and supernatural past for the opening and closing segments of the book.
What is Jones doing here, with this trifold narrative structure? He has created a novel that invites us to reflect on how the stories we tell about ourselves can be at once confessions and concealments. At the same time, he’s using this framework to set up some scary, big reveals. Do the vampire math, people: The story Etsy’s reading from a hundred years ago isn’t finished yet.
THE BUFFALO HUNTER HUNTER | By Stephen Graham Jones | Saga Press | 435 pp. | $29
Culture
Mirra Andreeva’s tennis rise looked inevitable. Then Conchita Martinez sped it up

INDIAN WELLS, Calif. — Conchita Martinez, one of the queen bees of tennis, had done just about everything there was to do in the sport.
She had won Wimbledon. She had coached Garbine Muguruza to win Wimbledon. She had won five Federation Cup titles as part of Spain’s women’s national team, going on to captain the team and then to run the entire tournament, by which time it was known as the Billie Jean King Cup. She found time to captain the men’s national team in the Davis Cup, too.
But last spring, a new type of opportunity arrived: molding a teenager with the chance to be a generational talent. Did she want to coach Mirra Andreeva, the Russian already making waves on the WTA Tour at 16?
Muguruza was in her early twenties when Martinez helped guide her to the Wimbledon title in 2017. There’s only so much a coach can do at that point. Coaching a teenager is a chance to help define their tennis for the better, perhaps forever. It’s also coaching a teenager … yikes!
Not really. A year later, Andreeva, 17, is the toast of tennis. She is the ascendant player on the WTA Tour, on a 10-match winning streak that brought her a debut WTA 1,000 title in Dubai, UAE, and took her into the top 10 of the rankings for the first time. Coco Gauff did not win one of those titles, one rung below a Grand Slam, until she was 19.
She has beaten all comers in that streak: Iga Swiatek, the world No. 2 and the dominant player in the sport the past three years, was demolished in Dubai. Andreeva beat Elena Rybakina there too, and when she played the 2022 Wimbledon champion again at Indian Wells on Tuesday night, it wasn’t even competitive. Andreeva produced a 6-1, 6-2 masterclass.
Thursday afternoon brought tighter competition against Elina Svitolina, a former world No. 2, but the same result: 7-5, 6-3 to the young Russian. Andreeva didn’t just win. She confused and beguiled an opponent 13 years her senior, moving Svitolina around the court, interspersing drop shots with power and angles in a way that teenagers rarely do. They are supposed to be one- or two-dimensional in their first years, and then develop an arsenal.
And then came Friday, a rematch with an extra-motivated Swiatek, still smarting from the loss last month in Dubai and trying to win a tournament for the first time since the French Open last year. She blasted her way into their semifinal with her usual brutal efficiency. Surely this was too tall a task for Andreeva, especially as she kept slipping behind in her service games, setting up moment after moment when Swiatek’s opponents so often crumble.
Andreeva did the opposite of that, in a flurry of those flat, cross-court and down-the-line backhands that Swiatek couldn’t touch. Or she hung in rallies until Swiatek’s impatience got the better of her and the former world No. 1 sent forehands wide and backhands into the net. Swiatek had inroads in nearly all of Andreeva’s service games, but she rarely took them to break points. Soon, she was swatting balls in anger and snapping at her coaches. Andreeva, cool and collected and courageous when it counted most, was marching into the final, having won fewer points and been under more pressure.
“I don’t know why I felt so much confidence,’ Andreeva said in her post-match news conference.
That may have something to do with the 52-year-old Spanish woman sitting in Andreeva’s box, often with a resting grin-face as she watches her latest charge. Andreeva said Wednesday that she was always smaller than her competition growing up — at 5ft 9in (175cm), she isn’t anymore — and that forced her to find ways to win without overwhelming power. She learned to use her legs, to counterpunch and to spin the ball in all directions. Those attributes propelled her during her breakout tournaments, the 2023 Madrid Open and the 2024 Australian Open, where she put top players to the sword and puzzled lost positions into winning ones.
Martinez, Andreeva said, has taken those skills to a different, more aggressive level. Now she uses her tricks on offense as well as defense.
“Conchita is helping me to not be defensive all the time, when I have a chance to step in and try to be aggressive and to go for my shots,” she said in her news conference after beating Svitolina. “It’s working pretty good.”
It is. In 2025, Andreeva is winning a lower proportion of return points than she did in 2024, according to data collated by Tennis Abstract. She’s making fewer of her first serves. But she is winning a higher proportion of points behind those serves — 69 percent vs. 64 — and her dominance ratio, which divides the percentage of return points won by the percentage of serve points lost, has increased from 1.14 to 1.22 despite her drop-off on return. She is dictating more than she is being dictated to.
Beyond the results, Martinez has evolved into an Obi-Wan Kenobi to Andreeva’s Luke Skywalker, but only sort of. Skywalker never really tried to prank Kenobi as Andreeva often does Martinez, including Wednesday afternoon, when her coach was attempting to have a quasi-serious conversation with a journalist.
Cue the goofy faces and poses about 15 feet behind said journalist, attempting to mess with Martinez’s game face. Mission accomplished. Then off went a giggling Andreeva, simultaneously embarrassed and thrilled to have one of the legends of the sport kvelling about her.
Oh, to be 17 and have it all happening for you, in ways that sometimes even Andreeva does not understand.
“I don’t know why people are supporting me this much because honestly, when I was playing in U.S., my results were not great,” she said in her post-match news conference after easing past Rybakina. Andreeva lost in the first round in her only previous appearance here last year and lost in the second round in her two U.S. Open appearances.
“People are so energetic,” she said. “It kind of lights me up.”
Once that happens, watch out. Here comes a drop shot on an angle, followed by a whistling topspin lob. Or another searing, flat backhand diving onto the knot of the singles sideline and shooting off the court. Or, and perhaps most often, there’s her forehand squash-shot slice, which converts a position of stress into one of control.
In Andreeva, Martinez has found a near perfect muse, a player who aspires to play with the creativity that Martinez had, with her own style of quiet determination and passion. Andreeva barely had a slice a year ago. Now, she can use it for defensive or offensive shots. Martinez wants her to develop a heavier forehand with more spin to make it more difficult for an opponent to get the ball back. She’s working with her to play around with different trajectories, “instead of just hitting flat from nowhere.”
She wants her to have choices and is trying to teach her how to make the good ones.
“She’s not making a lot of stupid decisions on the court,” Martinez said. “It’s about having the good choices, waiting for the right ball, to compete against any player.”
Mirra Andreeva has added attacking shots to her game in recent months. (Clive Brunskill / Getty Images)
Coach-player relationships can be overrated in tennis, a sport where there are few chances for a real tactical discussion and no timeouts. Plenty of players run through coaches like toilet paper, jettisoning them at the first patch of poor results.
There are some relationships, though, that evolve into so much more than discussions about forehands and backhands, serves and returns. Carlos Alcaraz has one of those with Juan Carlos Ferrero, Martinez’s compatriot and a former world No. 1. Ferrero has guided Alcaraz for seven years, since he was 14.
Andreeva and Martinez have some way to go to catch up with them, but they are off to a good start. They are living similar versions of the same life in different eras. Martinez was just 16 when she made the fourth round of the French Open, in her third professional tournament. The next year, she reached the quarterfinals at Roland Garros and finished the year as the world No. 7. She and her compatriot, Arantxa Sanchez Vicario, captured the imagination of the sport, a creative and passionate yin to the brutalist, machine-like yang of Steffi Graf.
Martinez knows what it’s like to be on the verge of the world discovering you, and then to make that leap from tennis being an exercise in what is fresh and fearless to a world of expectation. First, they ask, “How did you do that?” Then it becomes: “Why didn’t you do that?”
“Tennis forces you to grow up quickly but she maintains that playfulness in there, she likes to joke around,” she said. “I am very much like that too. I like to joke around. I like to bother her. She likes to bother me.”
Andreeva is a student of the game’s history. She passes evenings in bed watching old tennis matches on YouTube. She knew all about Conchita Martinez. During her first months on the tour, though, she didn’t realize that Martinez was the woman who kept smiling and nodding to her at various tournaments.
When she finally did, she couldn’t believe that Martinez knew who she was, or that she would take the time to be cordial to her. Then, after she split with her coach and Muguruza retired, Andreeva’s management team floated Martinez as a potential match.
Andreeva knew the resume. Wimbledon champion, coach of a Wimbledon champion. Good enough for her.
They had several talks to feel each other out, which was more Martinez taking the measure of this teenage girl born in Siberia, raised in Sochi, Russia, and who moved to the south of France to traipse the tennis world. She needed to make sure that Andreeva was ready to be serious, that she was hiring a coach and not a babysitter.
She quickly realized that Andreeva is mature beyond her years. She eats right, she rests, she listens to adults older and smarter than she is. She could look someone in the eye and have a serious conversation in three languages, soon to be a fourth as she picks up Spanish.
“She’s a sponge,” Martinez said.

Conchita Martinez has accelerated Andreeva’s rise to the top of tennis. (Robert Prange / Getty Images)
They tried a tournament together and Andreeva said she immediately felt comfortable with Martinez. “Super great,” is how she described their chemistry.
“She told me that it was the same for her, so thank God it’s not just me,” she said the other day in a news conference, with her trademark grin and twinkle in her eyes. “I completely trust her with everything. I think she knows everything that’s going on in my life. I don’t know if it’s good or bad, but, no, it’s just like this.”
When they first started, Martinez worried that Andreeva might not be enough of a teenager, rather than too much of one. On the practice courts in France or in Barcelona, where Martinez lives, Andreeva would hit 10 great shots in a row, miss on the 11th and drama would ensue.
Martinez told her to give herself a break, maybe focus on the 10 good ones instead of the last miss. And when she hit a great shot, she needed to learn to acknowledge it, to enjoy it and be proud of what she has accomplished.
“I always tell her, ‘Wow, amazing’,” she said. “You need to have fun with those things. Amazing drop shots, amazing angle. Wow, great, don’t take it for granted. Enjoy that.”
There has been plenty to enjoy lately. Andreeva’s ranking was hovering around 40 when Martinez came on the scene. She finished last year making the final of the Ningbo Open in China, where she lost against Daria Kasatkina from a winning position and broke down in tears at the trophy ceremony. Then she made the fourth round of the Australian Open, went 1-1 in Qatar and 6-0 in Dubai. Until very recently, she was the only teenager in the WTA top 100.
While the tennis world had long expected Andreeva’s ascendancy, the steepness and immediacy of this year’s trajectory has been a surprise. Not for Martinez. She couldn’t make much of an impact last year, because she started with Andreeva in the middle of the season, but the off-season let the Russian get the full Martinez treatment. They combined fitness and weight training with their goals to achieve a certain style of play.
Now comes the task of maintaining the work ethic that has lifted Andreeva to her lofty heights so quickly. People think getting to the top 10 is the hard part. It isn’t, Martinez said.
“It’s not getting there, it’s staying there — year after year, dealing with the pressure of defending those points and staying in a good frame of mind. And doing it all over and all over again,“ Martinez said.
She has shown few signs of doing anything else. Even after she got steamrollered in the second set against Swiatek, she told herself to run and fight for every point, to not worry how she got balls back but to get them back, however she could. When it was over, and Andreeva was 7-6(1), 1-6, 6-3 winner, Andreeva gave a nod to Martinez, a two-time finalist at Indian Wells, and a little ribbing, too.
“My coach lost in the finals,” she said. “I’m going to try to do better than her.”
Nothing would please Martinez more.
(Top photo: Jay Calderon / The Desert Sun via Imagn Images)
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