Kei Nishikori of Japan celebrates after defeating Novak Djokovic of Serbia in their semi-final match at the 2014 U.S. Open tennis tournament in New York, September 6, 2014. REUTERS/Mike Segar
TOKYO (Reuters) - Kei Nishikori's trail-blazing wins for Japanese tennis in the U.S. Open over the past week are landing big marketing victories for sponsors including a fashion retailer and a watch brand as surprised as anyone at his historic feat.
The 24-year-old became the first male player from Asia to advance to any grand slam final after beating Novak Djokovic before a disbelieving crowd at the Arthur Ashe Stadium on Saturday.
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