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Marketing and Sponsorship

Nike's Revealing Wimbledon Dress Re-Called After Complaints

Nike "has been forced to pull its signature ladies dress for the 2016 Wimbledon championships over complaints from players," according to Tyson Otto of NEWS.COM.AU. The brand "has been forced into an embarrassing re-call of its Nike Premier Slam dresses so that they can be altered in time for Nike sponsored players to wear them when the grand slam begins on Monday night." According to reports, players complained the dress "was too revealing below the waist and has been branded 'skimpy' by some commentators." Nike "sent an email to its sponsored players who will wear the dress at Wimbledon telling them to bring their stock of the all-white outfits to Nike’s rented out space at the All England Club so that they could be altered before the first round of matches" (NEWS.COM.AU, 6/22). The Sydney DAILY TELEGRAPH reported more than 20 women competing at the Championships are sponsored by Nike, "and a panicked email sent by the manufacturer asked the players to bring the dresses back for alteration." The email said, "We need to make a small change to your dresses per Wimbledon rules. Could you please bring them by the Nike Wimbledon House." The message added that "this is VERY important." Wimbledon's organizers said that they accepted the Nike design "because it complied with their stipulation of all-white clothing" (DAILY TELEGRAPH, 6/23). In D.C., Des Bieler wrote Nike touts the Premier Slam dress as having a "light, airy body," while "pleats throughout enable full range of motion." The company calls the dress "ideal for layering over shorts or tights." During qualifying play this week at London’s All England club, Britain’s Katie Boulter "used a hairband as an improvised belt to help keep the dress in place." Meantime, Lucie Hradecka of the Czech Republic "wore knee-length leggings under her dress" (WASHINGTON POST, 6/23).

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