After a tough week in which General Electric (NYSE: GE) reported disappointing first-quarter results and pulled down not only its own price but the market as a whole, GE board members have been buying company stock.

“Image is everything,” a shaggy-haired Andre Agassi proclaimed as he hawked Canon cameras as a teenager.

Over the next 20 years, the tennis superstar traded handsomely on his world-famous name and image, earning an estimated $200 million through deals with Nike, Adidas, Head, Genworth Financial, Aramis and American Express, among others.