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VIRGINIA SLIMS ORGANIZES TENNIS TOUR -- AND ADDS SOUNDTRACK
Published November 21, 1994
Philip Morris and Virginia Slims "will be back on the road with women's tennis next year" and have organized a tour "that marries the greats of tennis with some 'legends' of music," according to Karen Benezra in this week's issue of BRANDWEEK. A formal announcement is expected today, but BRANDWEEK reports that the six-city "Legends" tour will feature weekend matches between Martina Navratilova, Chris Evert, Billie Jean King, Tracy Austin -- followed by concerts with Gladys Knight and Barbara Mandrell. Karen Daragen of Philip Morris: "We've always celebrated the successes of women through the ages. Here we're doing it with women in sports and music" (BRANDWEEK, 11/21 issue). DRESSING UP: Following the lead of Nike and Mary Pierce, the tennis dress is once again "a smash hit" for the sports fashion industry, according to the "Style" section in Sunday's N.Y. TIMES. Nike, Ellese, Le Coq Sportiff, Love 40, Quantum, and Tail "all have new dresses slated for the upcoming tennis season." And, "unlike the old custom of wearing lacy panties under dresses, the new undergarment of choice is fitted white Lycra shorts, cut like those worn by track stars." Mark Mason, president of the U.S. Tennis Retailers Association: "Dress sales are up 100 percent for '94, and we expect another 100 percent increase in '95" (Kristina Zimbalist, N.Y. TIMES, 11/20).