Fashion Spotlight Growing At U.S. Open As Players Focus On Style

Blake To Expand Thomas Reynolds Collection Line To Also Include Golf, Activewear

Almost every top player at the U.S. Open is "trying to score points as a fashion plate," as the emphasis on style "has become so sharp and drawn so much interest," according to Anahita Moussavian of the N.Y. POST. Tennis players Roger Federer, Maria Sharapova and Serena Williams "had their fans in suspense until the last minute -- keeping their ensembles under wraps until just seconds before they stepped on the court." Most players are "offering two looks -- one for the day, another for the night." Federer during the day "sports a red shirt and black shorts," while at night he is "dressed all in black." Williams is "going for sophisticated black at night, bright pink during the day." Andy Roddick during the day "wears almost all white -- with just a bit of blue in the shirt." At night, it is the "complete reverse" for Roddick, as he wears "almost all blue, with just a splotch of white" (N.Y. POST, 9/1). Meanwhile, the AP's Samantha Critchell noted both Sharapova and tennis player James Blake are "expanding their fashion roles, with their own collections being launched to the public." Sharapova partnered with Cole Haan on a "new accessory line of bags and shoes that ... is rooted in fashion, not athleticwear." The "flat-heel, over-the-knee boot she designed" is "first on her list of must-haves from the collection." Meanwhile, Blake developed the Thomas Reynolds collection by Fila to honor his late father, and he said that fashion "could be part of his game plan when his days on the professional tennis court are done." Blake is "new to wearing Fila on the court this year and the collaborative Thomas Reynolds collection has been in place since the start of the agreement." Critchell noted there are "plans for the line to include golf, tennis and other activewear -- and then expand to general lifestyle clothes" (AP, 8/31).

HEAD GAMES: The AP reports Blake during his first-round match against Ruben Ramirez Hidalgo yesterday "couldn't wear the name of his sponsor, Fila, on his headband because of a Grand Slam rule that prohibits words or letters from showing up on headbands or wristbands." Blake instead featured an "off-centered logo," which is permitted by the ATP. Blake: "A quarter inch here, a quarter inch there, they make all these rules" (AP, 8/31).

UPPING THE ANTE: MEDIAPOST's Tanya Irwin reported American Express is "expanding its partnership with the U.S. Open" during its 16th year as a sponsor of the event. AmEx has teamed with the USTA and IBM for the "first-ever U.S. Open iPhone application where iPhone users can access an insider's guide with news, draws and scores, and also tune into USOpen.org Radio." Meanwhile, the company also is offering "Challenge a Pro," a virtual game at the U.S. Open "SmashZone" allowing fans to play against tennis players Sam Querrey or Caroline Wozniacki using "interactive GreenScreen technology." Additionally, the American Express "Rally Experience" offers tennis fans on-site the chance to "simultaneously engage in a virtual tennis match using their mobile phone as a controller" with players Shahar Peer and Gael Monfils (MEDIAPOST.com, 8/31).

BRAND AMBASSADORS: Top-ranked male tennis players Andy Murray and Novak Djokovic use Head racquets, and Head USA President & CEO Dave Haggerty said, "You bring those kinds of players into a store, into a country, it has a big impact. It helps increase your racquet sales, your visibility, your image. It's been very good for Head." Meanwhile, Wilson Racquet Sports GM Jon Muir said Federer playing with a Wilson racquet has been "great" for business. Muir: "He's a phenomenal brand ambassador for Wilson. I think on our business as he wins, our racquet sales are reflective of that and it's been very positive" ("Power Lunch," CNBC, 8/31).