By Amanda Rykoff
Serena Williams. Venus Williams. Martina Hingis. Maria
Sharapova. This isn't just a list of great women's tennis players.
It's also a few of the biggest names who have expanded their tennis
empires into the fashion world, where the competition can be as
fierce as the rallies on the grass, clay and hard courts of the
Serena launched her Aneres line in 2003. Sister Venus followed
suit in 2007 with EleVen. Hingis will introduce a new line of
tennis clothing from Tonic this spring. But right now, it's
Sharapova who has taken center stage, er, court.
Sharapova, who signed an eight-year deal with Nike in 2010 worth a
reported $70 million, has been collaborating with the shoe and
sportswear giant on designs since her famous Little Black Dress
made its debut at the 2006 U.S. Open. She is serious about fashion,
a passion of hers even as a young girl.
"Since I was young, the artistic expression that fashion embodies
has inspired me," Sharapova said. "...It's a way to communicate
Sharapova's goal is to develop her brand both as a tennis star and
in the fashion world. As part of her deal with Nike, she also
designs bags and shoes for Cole Haan. She takes her responsibility
as a designer seriously.
Nike launched the Maria Sharapova Collection of tennis dresses and
two-piece outfits at the 2010 Australian Open. Not only did her
2010 dress get panned, but she lost in the first round in
Melbourne. She's come a long way since then in terms of her design
strategy. The 2012 dress is sleek, streamlined and built for the
hard courts of Margaret Court Arena.
The three-time Grand Slam winner has designed a tennis dress to
maximize both her fashion and her tennis game. It even has a bold
name that shows off her confidence: The Statement Slam.
So far, Sharapova's performance in Melbourne has lived up to the
name of the dress.The No. 4 seed, she has played aggressively and
powerfully, advancing to the semifinals where she will face Petra
Sharapova, 24, considers fabric, fit and performance in the design
stages. One of the most important decisions she makes involves
color choices. "I always like to start with a fresh color palette
at the beginning of the year and keep the materials as light as
possible because of the heat," she said.
She also takes into account the surface and the color of the
court. The Australian Open features blue hard courts, and Sharapova
wanted to maximize that contrast.
"I really like neon accent colors," she said. "Against a blue
court, the white and lime green will really pop."
Part of the success of the Maria Sharapova Collection involves
delivering the star's on-court looks to her fans. Because this
requires lots of advance planning, the process starts about 18
months in advance of the event. Last year, Sharapova sat down with
Nike designers to come up with a design for her 2012 dress. It's a
highly collaborative process. The team looks for innovative ways to
combine Sharapova's fashion-forward designs with high performance
fabrics and silhouettes, with a particular attention to
"Details are what makes clothing special," Sharapova said.
"Sometimes not all details are visible from a distance, but when
you're wearing the piece and you know how certain shapes and
stitching were created, it makes it that much more special."
Sharapova's line of tennis dresses is becoming popular on and off
the WTA Tour. She has designed looks for several up-and-coming
players. This season Sofia Arvidsson, Kai-Chen Chang, Indy De
Vroome, Andrea Hlavackova, Madison Keys and Anastasia Pivovarova
sport Sharapova's designs. The collection also has proven to be
popular with fans.
"[Maria] is one of the top female players energizing the women's
tennis apparel business for Tennis Warehouse," Don Hightower,
President of Tennis Warehouse said via email. "Her strong fashion
sense stands out on court, which is reflected in the sales of her
collection. While we see sales success with her on-court dress on
its own, it is the dress that elevates the sales of her MS
separates, as well as other collections."