Melanie Oudin aims to prove sponsors right

Melanie Oudin is back at the U.S. Open and hoping to live up to weighty expectations—those of fans and sponsors alike. The 18-year-old American was the Cinderella of last year’s tournament, toppling three highly ranked Russians on her run to the quarterfinals. That performance led to sponsorship deals worth some $3 million from the likes of American Express, AirTran Airways, Virgin Mobile and BackOffice Associates. (Check out one of her AmEx Next Contenders spots below, and her U.S. Open Series promo after the jump.) Oudin is still with Adidas, too, though she’s changed the message on her Mi Adidas customized sneakers from “Believe” to “Courage.” (She’s going to need plenty of the latter this week, with her record this season standing at 18 wins and 19 losses.) Virgin Mobile’s current Oudin campaign is a bit of a backhanded compliment. They’re pledging to donate $1 million to fight homelessness should Oudin win the U.S. Open—something they’re surely not expecting to happen. (“We believe in Mo,” reads the disingenuous headline on the ads.) But who knows—it’s not out of the question. Oudin got off on the right foot yesterday, winning her first match in commanding fashion.