Some people think he's a shoe, as the title of his 2018 photobook says, but tennis fans know Stan Smith is a former US Open champion and world No. 1, alongside his extensive humanitarian legacy.
During the 2025 US Open, Smith and longtime business partner Gary Niebur will be hosting two book signings promoting "Winning Trust," their new book that examines the art of trust-building through thoughtfully curated experiences. Drawing from decades of expertise, they present a transformative guide to fostering deep and meaningful relationships in business, sports and life.
The signings will be held at the US Open Collection store outside Louis Armstrong Stadium on Monday, Aug. 25, from 1-2 p.m. and Tuesday, Sept. 2, from 1:30-2:30 p.m.
The book details the SERVE framework for creating lasting trust and transformative relationships: Strategize, Engage, Recreate, Volley and Elevate.
Many of the principles discussed in the book also apply to tennis and can be seen in action during the tournament, as Smith explained to USOpen.org: "It is really paramount that a tennis player has trust in their team, and that is built upon that all the hours they spend together. We call it engaging, in our second letter, E.
"They're also talking about strategy, S, which is a critical aspect of scouting the matches they're going to play. And whether it's the coach, whether it is the trainer, maybe a sports psychologist, like Iga Swiatek has, or the rest of the team, they're strategizing and then they're engaging with each other and if they don't have real trust, then it's not going to work," he noted.
Smith and Niebur co-founded Stan Smith Events, which creates exclusive experiences for clients, including organized trips to all four Grand Slams.
"I think the big defining feature for the US Open is really how they've brought the entertainment and the crowd into it all," said Niebur. "They've really made it an incredible fan experience with the environment that they've created, especially those night matches and how electric it is in the stadium.
"Our whole business model has been to create these environments and these moments that matter for people to help them with their relationships, which is what the book talks about. I think from the suites to the restaurants to the box seats, and everything that goes on at the US Open, they've really created an environment for people to have a unique experience."
Smith competed at the US Open 20 times from 1964-83, playing at both Forest Hills and Flushing Meadows, and winning the men's singles title at his home Slam in 1971.
"The US Open is obviously very special to me, and the fact that I've played so many matches there over the years, at all of the different venues: at Forest Hills, of course, on the grass, and then Forest Hills on clay, and then Flushing on the hard," he said.
"I was able to lose matches on all those courts! But I have a couple of good memories too of winning."
Now, US Open fans can make their own memories with Smith at this year's book signings.
