All tennis fans know which activewear companies sponsor which players — Maria Sharapova wears Nike, Sloane Stephens wears Under Armour and Donald Young wears that brand whose logo is supposedly a “Japanese maple leaf.” Do these companies actually control what tennis players can and can’t wear? To some extent, yes. If Rafael Nadal warmed-up wearing an adidas T-shirt, Nike wouldn’t be too pleased. But quite a few famous players heavily influence the brands that they represent on the court — whether they pick their own looks or even design the clothes themselves. The following tennis pros have a say in what they wear for tournaments and are helping companies sell out their designs.
Serena Williams
Greatness. That’s the name of Serena’s latest collaboration with Nike, which features her red and black snakeskin dress, a brighter dress for night matches, a white bomber jacket, and a trio of patterned sneakers, making it the largest collection that the company has ever designed with one of its tennis players. While most athletes don’t get to tell their sponsors what to do, at Nike, Serena calls the shots. Since 2004, she’s worked with the company to create some of her most famous looks — think that denim miniskirt or those bedazzled leather shorts — and Nike is always happy to oblige. Serena might not have her own activewear line like big sister Venus, but she sure does influence the tennis clothing that Nike creates.
Roger Federer
The subtle letter “R” fading into an “F” is now universally recognized by tennis fans as Roger Federer’s monogram, which he wears proudly on his Nike ensemble of T-shirts, jackets, hats and polos. It was nearly 10 years ago that Federer first unveiled the logo at Wimbledon, making him one of the only Nike athletes to have his own insignia. Federer, arguably the best-dressed player in the ATP, is known for his class, sense of style and suave demeanor — all of which the RF graphic embodies. Nike is wise in recognizing that it’s not just the company brand that Federer is selling, it’s also his own.
Venus Williams
When retailer Steve & Barry’s went bankrupt in 2008, it seemed as if that were the end for Venus Williams’ clothing line, EleVen. Four years later, she relaunched the brand, and has been wearing her own bright, watercolor designs ever since. Williams, who received an associate degree in fashion design from The Art Institute of Fort Lauderdale, and recently completed her bachelor’s degree in business from Indiana University East, is praised for her entrepreneurship almost as frequently as her talent on the tennis court. In addition to Williams, top-50 tennis player Jarmila Gajdošová is an ambassador for the EleVen brand.
Caroline Wozniacki
In 2009, Caroline Wozniacki became the exclusive face of adidas by Stella McCartney, an activewear line distinctive in its feminine flair and soft color palettes. McCartney, who has over the years dressed celebrities like Gwyneth Paltrow, Salma Hayek and Kate Hudson, said at the time that Wozniacki became brand ambassador: “It’s very rare for a fashion designer to dress one of the top-10 players in the world. I couldn’t be more thrilled and happy to be given that opportunity.” Although other players, including Andrea Petkovic and Flavia Pennetta, endorse the Stella McCartney line, Wozniacki remains the brand’s predominant face. In a recent interview, Wozniacki disclosed that she works with the Stella McCartney team to design outfits a year in advance and then picks the ones that she likes.
