Players Debuting Innovative Fashions For Wimbledon

Williams Sports Nike Raincoat For First-Round Match At Wimbledon

SHARAPOVA GOING FORMAL: In London, Mark Hodgkinson reports WTA Tour player Maria Sharapova will be dressed in "menswear" for the tournament. Sharapova today for her first-round match will enter Court One "wearing a two-piece, warm-up suit inspired by the traditional tuxedo." Sharapova then will play her match "wearing a top with 'a tuxedo bib front' and a pair of men's shorts." Sharapova sponsor Nike said the outfit was "inspired by London's rich history in tailoring." Hodgkinson notes a "feminine touch will be added with a pair of diamond and platinum earrings" costing nearly US$5,000 (London TELEGRAPH, 6/24). Sharapova said after her first-round match today, "Every time I’m at Wimbledon, I want to do something classy and elegant. But this year I was like, ‘Why don’t we do shorts?' I’ve never worn shorts before at a Grand Slam and if there’s a place to do it it’s Wimbledon.” But ESPN's Gilbert said, "Right now on the Nike situation, I’m putting her a distant third behind Roger (Federer) and Serena. I’m not too hip on the shorts and tuxedo outfit” (ESPN2, 6/24).

SWEATER WEATHER: After winning his first-round match yesterday, Federer joined ESPN's Fowler and McEnroe wearing his new Nike cardigan sweater. Fowler noted there is an “entirely new apparel line” from Nike for Federer. Fowler: “They trotted these shoes out and I was a little bit concerned when I saw the new Roger shoe. I said, ‘You’re going to try to win a sixth championship (in these)?’ This is canvas.” McEnroe: “Those are travelling shoes." Fowler told Federer it would “be a little bit of handicap” if he played in those shoes. Federer: “I agree. Maybe for the finals, who knows.” Fowler later said Federer ran into Williams, and she asked for one of Federer's sweaters. Fowler: "(Nike) produced 230, one for each week that Roger has been at No. 1, and Serena said, ‘Yeah, I’d love to have a sweater. I’d like sweater number one” (ESPN2, 6/23).

Did Djokovic Wear Nike Shoes For First Match At Wimbledon?

FACE OF THE GAME: The FINANCIAL TIMES' Roger Blitz notes the WTA Tour is "becoming more sophisticated" in using Ana Ivanovic to "attract new audiences, and with them new sponsors and bigger broadcasting deals." And while Ivanovic is "not exactly thrilled at the many off-court demands on her time, she recognises the growing importance of image and branding to her long-term success." Ivanovic: "I might as well enjoy it now. I'm young and before you know it, it's going to be over. So you might as well get the best out of it and enjoy it." Blitz notes Ivanovic "comes across as impossibly mature for her age," and WTA Tour Chair & CEO Larry Scott wants her to be "in the vanguard of pushing the game into the 'fertile territory' of China, India and the Middle East." Meanwhile, DH Management President Dan Holzmann, who reps Ivanovic, "expects to announce a deal with a cosmetics company by the end of the year" (FINANCIAL TIMES, 6/24). When asked by Boston Globe columnist Bob Ryan whether Ivanovic has the “stuff” to win Wimbledon, ESPN's McEnroe said, “She’s certainly got the stuff, and I’m talking about her game, not what you’re talking about” (“PTI,” ESPN, 6/23).

CELEBRITY SELLS: In Sunday’s Business Section cover story, the N.Y. TIMES' Julie Creswell looked at celebrity endorsers and wrote it is "nearly impossible to surf the Internet, open a newspaper or magazine, or watch television without seeing a celebrity selling something, whether it's umbrellas, soda, cars, phones, medications, cosmetics, jewelry, clothing or even mutual funds." Corporate brands over the last decade have "increasingly turned to Hollywood celebrities and musicians to sell their products." Marketing research agency Millward Brown reported that celebrities "showed up in nearly 14[%] of ads last year." That number has "more than doubled in the past decade," but it is "off from a peak of 19[%] in 2004." Creswell noted stars are "likely to continue popping up in ads for a very simple reason: Celebrity sells." NPD Group Chief Analyst Marshal Cohen: "As consumers, we see over 3,156 images a day. We're just not conscious of them. Our subconscious records maybe 150, and only 30 or so reach our conscious behavior. If I have a celebrity as part of that message, I just accelerated the potential for my product to reach the conscious of the consumer" (N.Y. TIMES, 6/22).

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