Wednesday, 29 June 2016

Jesi Max

Nike Gets Thumbs Down at Wimbledon 2016

When you think of Wimbledon fashion you think of traditions: All-white. Collars. Even pleats. Classic cuts. And while not much of that changes, each year players step up the hidden technology, materials and patterns in the all-white designs for the grass courts.

Nike athletes features plenty of laser-perforation for ventilation and moisture-controlling fabrics.

Roger Federer-often synonymous with classic-rolls into London with a white polo featuring a traditional collar. Nick Kyrgios, in contrast, wears a slimmer blade collar in his polo.

On the women's side, Serena Williams have a pleated skirt, connecting her looks of the previous 2016 Grand Slam events. The one new aspect of Serena's look will be the mock neck cut on the dress, something she has not worn before.

Genie Bouchard and other Nike female athletes wear a one-piece dress, a departure from the skirt-top combinations worn in previous Grand Slams. The traditional one-piece dress includes pleats and racerback construction.


Instead of the typical outfits Nike offers most players who are paid to wear its apparel, the company issued a loosey hanging, short dress. It was white, in accordance with Wimbledon's dress code. But it was not exactly ideal for competitive tennis, according to several players. Wardrobe changes have ensued.


Rebecca Peterson of Sweden said that when she was serving, the dress was coming up and felt like it was just everywhere. "In general, it' quite simple, the dress, but it was flying everywhere." To beat the problem, she played with a long-sleeved shirt over her dress to hold the dress somewhat in place.


Katie Boulter tied a headband around her waist to serve as a belt, which held the fabric somewhat more in place. Lucie Hradecka wore leggings underneath the dress, effectively turning it into a shirt. Her coach said that Hradecka had felt cold in the cool English summer with only the light dress on.

To solve the problem, Nike customized and made alterations to the dress for athletes as they compete. Aside from the mandatory fixes made to the dress, Nike also offered its players the option of wearing a more traditional skirt and top combination. Roberta Vinci, Daria Kasatkina, Sabine Lasicki and Samantha Crawford quickly opted for the switch. On the other hand, Maria Sakkari stayed with the dress and said it was one of her favorite tennis outfits.


One Nike-sponsored player not affected by the dress design was Serena Williams. Nike provides unique outfits for her.

Jesi Max

About Jesi Max -

A writer and entrepreneur who works on the marketing and strategy side of fashion. In particular, her writing and professional work focuses on the art of narrative marketing and branding as it applies to fashion and luxury. She also is the author of TheStyleClash.com, a new blog that looks at fashion from an intellectual perspective.

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3 July 2016 at 08:22 delete

We all love Serena, however this white Nike outfit doesn't fit the lower part of her bodie a woman who have curves like Serena and myself, we must be careful when fabric are full on the bottom like this outfit, because it tends to make you look bigger on the bottom and it takes away the very one thing we want to show off. And when you have a bodie like Serena, you want to show off her best assets. Not cover it with unflattering fabric.

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3 July 2016 at 08:31 delete

We all love Serena, however this white Nike outfit doesn't fit the lower part of her bodie a woman who have curves like Serena and myself, we must be careful when fabric are full on the bottom like this outfit, because it tends to make you look bigger on the bottom and it takes away the very one thing we want to show off. And when you have a bodie like Serena, you want to show off her best assets. Not cover it with unflattering fabric.

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