How the U.S. Open became a branded juggernaut

Evans Nguyen flits inside a giant glass box, hitting a tennis ball against a digital backboard with a moving target on it. The clock is ticking as he scrambles to bank the ball off the wall as many times as he can. He has 90 seconds to move a digital Mercedes sedan across the bottom of the screen to the finish line: The more bull’s-eyes he hits, the farther the car scoots. The 6-year-old runs out of time, but not without landing on the leaderboard as the 122nd top player of “Rac