Lacoste has partnered with Yahoo! Sports to provide exclusive content on the 2010 U.S. Open.
Recently, Roddick showed cameras the final step in the classic tennis practice game "butts up," where the losers go to the other side of the court, turn around, stick out their posteriors and await a hard shot from the victor. In this case, Roddick played the role of the winner and his agent and reps from Lacoste and Babolat played the losers.
Because there were no special effects, it took Roddick a few shots to make direct contact. When he did: ouch.