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USTA renames Breaking the Barriers event "The Icon Awards: A USTA Event"

May 10, 2011 10:44 AM
The USTA announced that it has unveiled a new name for the annual Breaking the Barriers event, officially re-branding it as the "The ICON Awards: a USTA Event." With the new name, the annual event will continue serving as one of the signature events during the US Open.
The ICON Awards celebrates individuals and institutions that have made significant contributions or achievements in the areas of inclusion, fairness and equality. The re-brand will heighten awareness of the ICON Awards and will also broaden the public’s understanding of the mission.
Honoring those whose achievements and milestones serve as examples of the value and impact of diversity and inclusion is the foundation of what Breaking the Barriers sought to celebrate and salute, now in its third consecutive year. Last year’s event celebrated such notables as Baseball Hall-of-Famer Hank Aaron, past USTA President Judy Levering, and AT&T Mobility’s Chief Executive Officer, Ralph de le Vega. In 2009, Breaking the Barriers honored the National Junior Tennis and Learning (NJTL) network on the 40th anniversary of its founding. NJTL founders Arthur Ashe, represented by his wife Jeanne Moutoussamy-Ashe, Charlie Pasarell and Sheridan Snyder were all presented with an award for their commitment to bringing tennis to underserved youth around the country. The USTA will announce its 2011 honorees in early summer.
"The USTA is committed to highlighting those who play a significant role in our society," said Jon Vegosen, Chairman of the Board and President, USTA. "The name change from Breaking the Barriers to the ICON Awards sheds a different light on this outstanding US Open event. It’s an occasion where we gather to celebrate the impact of some remarkable individuals and organizations that wholeheartedly embody what an icon is truly all about."
"The USTA is committed to fairness and equality," said Kevin Clayton, Chief Diversity and Inclusion Officer, USTA. "This rebranding and name change will serve to raise awareness of the USTA and US Open’s emphasis on honoring those from all different backgrounds who have made the same tireless and effortless commitment in serving the community, serving as trailblazers, and have placed their own mark in this society."
The new brand identity, which will also include a newly designed logo, will be incorporated into all US Open materials, including the US Open website, and other promotional mediums.


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