Does Adidas not care about Melanie Oudin?

Melanie Oudin's success at the U.S. Open appears to have taken even her sponsor, Adidas, by surprise. The unheralded young American, who has reached the quarterfinals by defeating three highly ranked Russians in a row, has been getting extra attention for her funky yellow-and-pink Adidas sneakers, which she customized herself at the Mi Adidas site. It's a marketer's dream—she even put the word "Believe" on the shoe, where lesser mortals would have just put their name.