SBD/June 7, 2012/Marketing and Sponsorship

Caroline Wozniacki Creating Underwear Line, But Will Not Affect Adidas Deal

Wozniacki's underwear lines are not designed as sporting wear
Tennis player Caroline Wozniacki announced on her website that she will launch her own underwear line in September in collaboration with Danish brand JBS. The collection will include both a cotton/lycra and a microfiber line. The partnership was negotiated by Wozniacki's reps -- Lagardère Unlimited Tennis President John Tobias and Talent Marketing Dir Drew LeMesurier. Wozniacki’s other endorsements include adidas, Yonex, Proactiv, Oriflame, Compeed, Dubai Duty Free, Turkish Airlines, Rolex, Danske Bank, Sony Ericsson and E-Boks (THE DAILY). The SPORTSBUSINESS JOURNAL’s Daniel Kaplan notes Wozniacki “becomes one of the few female athletes to agree to an underwear ad, joining Anna Kournikova, who 12 years ago pushed a sports bra.” Wozniacki’s personal line is “not designed as sporting wear, a key point for her clothing company, Adidas, which she is set to renew with for another five years.” Tennis HOFer Billie Jean King “applauded Wozniacki.” King said, “The guys have been endorsing underwear for years and if Michael Jordan and Tim Tebow can secure a deal, why can’t Caroline? For women, the challenge is how the product is presented and the athlete should have a voice in that presentation and how they manage their own brand.” The ads “will appear initially in Europe.” Wozniacki will “receive a guarantee from JBS," as well as a 10-15% royalty on the line. At the same time, she is “set to renew with Adidas’ Stella McCartney collection, which she has been wearing for four years now.” The new deal “largely pays her based on her ranking, but should compensate her in the low to mid-seven figures annually if she remains in the top 10” (SPORTSBUSINESS JOURNAL, 6/4 issue).
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