FILA Assembles an A-Team

The beginning of 2012 saw a rejuvenation of the Italian manufacturer, Fila, which signed some very respected tennis ambassadors, thus strengthening its presence on the tennis courts. Armed with its newly acquired spokespersons, the Australian Open provided an excellent opportunity for the brand to increase its visibility, especially on the women's side. What I like about this company is the fact that it does not rely on big names only, their team of designers putting forward another collection which maintains the vintage playful vibe, while being cool, vibrant and fresh. The strategy proved successful and, although it cannot compete with giants Adidas or Nike, Fila is gaining ground on smaller sportswear rivals such as Sergio Tacchini, Asics, Lacoste or K-Swiss.
The recent rise of Italian providers is also emphasized by Lotto, which now relies on three prime female competitors, i.e. veteran Francesca Schiavone, Pole Agnieszka Radwanska and Frenchwoman Marion Bartoli, all ranked inside the top 15 players of the world.

Oldies but goldies

Kim Clijsters is by far the biggest name in Fila's portfolio. She has been the leading lady for more than a decade now, carrying the brand's name throughout most of her illustrious career. The collaboration was interrupted by the Belgian's two year hiatus, but she showed her loyalty, resuming the deal in 2009 with even more success. She reinforced her credentials once more in Melbourne, being their only representative still left in the competition.

Another member of the old squad is Australian Jelena Dokic. The former world number 5 has been a loyal Fila endorser throughout the years. After enduring months of trials and tribulations, she is also gathering momentum in her comeback after an encouraging 2010 season. Jelena's dress is, in my opinion, once of the greatest pieces of their 2012 collection.

Svetlana Kuznetsova is another Fila household name. Even though she is struggling with some poor performances lately, the two times Grand Slam champion remains a key figure in women's tennis. Style wise, the Russian is by far not the greatest asset, but in her case, her popularity and achievements are enough to generate the desired brand awareness.

The Latest Additions

Jelena Jankovic

Nadia Petrova

Vera Zvonareva

At the start of the new season, Fila made three important conquests, as they signed Russians Nadia Petrova and Vera Zvonareva, as well as Serbian Jelena Jankovic. Each member of the trio possesses a Grand Slam pedigree, having made at least the semifinals in such a tournament. While Petrova has been struggling to find a long-term sponsor for years and Jelena's collaboration with Chinese manufacturer Anta has led to a fashion disaster, Zvonareva has had a lot of success under K-Swiss. Although her switch can seem surprising, she managed to remain one of the best dressed players, keeping true to her trademark consecutive style.

Under construction!

Janko Tipsarevic

What is really lacking for Fila is having some strong men performers under their wing. Although Janko Tipsarevic has proved an excellent ambassador lately, cracking into the top 10 and getting a lot of publicity after becoming the front-face of Jesen’s Extreme Intimo underwear collection, he is still in a No Man's Land. Benefiting from strong legacy in men clothing (i.e. legendary names such as Borg, Becker or Vilas are amid past sponsored players), the company is probably keen on recapturing its position atop of the top men's apparel providers.

photos: GETTY IMAGES

Tennis Moods Style: The 2011 Istanbul Fashion Week

Every year, the WTA elite gathers for the prestigious Season-Ending Championships, where the world's best eight performers go head-to-head in search for ultimate glory. The tournament was moved from Doha to Istanbul this year and the Draw Ceremony on Sunday provided the perfect setting for a true fashion showdown.
Although most of the players were clearly inspirited by the historic location, the rich heritage of the Turkish culture was best brought to life by Agnieszka Radwanska and Vera Zvonareva. The duo displayed superb examples of red and green embroidery, while Kvitova and Stosur offered a glimpse of the Turkish extravaganza with their silk golden evening gowns. On the other hand though, world No.1 Caroline Wozniacki set herself aside by opting for a purple mini dress, which bore no resemblance to the theme. Sharapova was wiser with her choice, finding a sort of a middle ground, as she wore a sheer yellow see-through dress to which she accessorized a golden encrusted pair of sandals and matching necklace.

Maria Sharapova (B)

The Russian lived up to her fashionista status once again. Although she wore something that does not immediately strike as Turkish, Sharapova played with the accessories, creating an overall garment that is closely aligned to the venue's specificity. Compared to other players who were overdressed, Maria remained faithful to the saying "less is more" (especially if we are talking about the Turkish fashion), managing to put together a clean, modern look. However, I am worried that the overall look lacks a bit of the red carpet glamour. Even though her campaign ended sooner than expected, Sharapova withdrawing after the loss of her first two matches, she scored another big fashion victory, being the only one to endorse a new on-court apparel.

Caroline Wozniacki (A-)

Caroline Wozniacki is not afraid of standing out from the crowd. While debates about her legitimacy as world No.1 have heated up following Kvitova's sensational season, the young Dane continues to look utterly confident in defending her status. She probably wanted to make a bold fashion statement too, as she wore a fitted minidress. Although I like the design, I think she has the same issue as Maria. I am not convinced her look is appropriate for the red carpet.
She turned the tables with her on-court attire though, the yellow version of the see-through Stella McCartney dress she showcased at Flushing Meadows shining through this rather uncompetitive fashion field.

Agnieszka Radwanska (B)

I am not a Lotto fan, but during this Championships, Aga Radwanska looked pretty impressive in the red dress produced by the Italian manufacturer. Although it's probably a one hit wonder, the success provided a pleasant surprise.

Na Li (B)

The Chinese kept close to her roots when selecting an Asian inspired deux-piece.The voluminous layered bottom actually worked great against her tiny figure, as Li looked imperious on the red carpet.

Vera Zvonareva (B-)

Samantha Stosur (C-)

Petra Kvitova (C)

The Czech's star shone brightly on the courts of Istanbul, but unfortunately she didn't boost her fashion credentials. This look is too flat for my taste.

photos (top-down / left-right): GETTY IMAGES (x3), AP, GETTY IMAGES (x13)

Un Scoop de la Mode Parisienne

With the French Open getting underway, the tennis elite was quick to showcase its latest outfits. The venue being Paris, la capitale de la mode, many players got inspired. In the absence of the Williams sisters and with Wozniacki insisting to wear the hideous Hawaiian dress, Maria Sharapova stole the show with a bright yellow, sheer Nike dress. There must be something about the Roland Garros, as Sharapova always wears her most remarkable outfits in the French capital. I have heavy criticizes the Russian this year for lowering her fashion standards and allowing herself to wear the same clothes as other tour player. Although I still think she lost her authenticity and thus the uniqueness of her outfits has vanished, the Russian proved she retains her fashionista status. She knows exactly what clothes to pick and how to make a fashion statement. After winning in Rome, Sharapova looks poised to conquer Paris and to complete her Grand Slam collection.

Maria Sharapova - NIKE 'Maria Sharapova' Group

Julia Goerges - NIKE

Kim Clijsters - FILA

Kim Clijsters, probably the best player of the moment, signaled her return from injury with a new look. The cute Belgian looks younger, fresher and completely focused on adding a first Suzanne Lenglen cup to her resume. The interesting thing about her outfit is that, due to the pattern, the blouse blends in perfectly with the clay surface. Although I am not blown away by it, I am enchanted by her overall look. Great to have adorable Kimmie back.

Victoria Azarenka - NIKE

Vera Zvonareva - K-Swiss

Without standing out from the crowd, Victoria Azarenka and Vera Zvonareva are both topping the mainstream Nike, respectively USTA, fields with great looking outfits. While Victoria made some inspired choices this year, managing to always look her utmost best, Zvonareva is yet to climb the highest fashion peaks. After turning around her career with Grand Slam finals at Wimbledon and the US Open, Vera gives signs that she is improving her style too. I really like the K-Swiss apparel and fashion wise, I think she took an inspired decision to switch to the American sponsor.

Ana Ivanovic - AdiZero

Sorana Cirstea - AdiZero

Maria Kirilenko - AdiPure

Andrea Petkovic - AdiPure

There's nothing wrong with Ana's AdiZero dress, except for the fapt that she wore it since the start of the season and I am starting to get a bit tired of it. Of course, it was a different color scheme (i.e. she replaced blue with a hot pink), but she really wanted to up her game, she could've come with some new. Wearing the same garment for half a season (although the colors might differ) is not worthy of a true fashionista. The same applies to Maria Kirilenko and the rest of the AdiPure ambassadors. I am a huge Adidas fan, but they should come up with some new at least on the big occasions.

Petra Kvitova - NIKE

Sabine Lisicki - NIKE

Na Li - NIKE

Tsvetlana Pironkova - LOTTO

Jelena Jankovic - ANTA

Bethanie Mattek-Sands - UnderArmour

As usually though, not everyone was that inspired. The Nike outfits wore by Lisicki, Kvitova or Li for example were a completely mishit with that horrible orange/ pink mismatch, while Tsvetlana Pironkova looked cheap and cheesy in her strawberry, 'fancy wannabe' top. At least these two players wore what their sponsors gave them. It wasn't the case for fashionistas disasters Jelena Jankovic and Bethanie Mattek-Sands who continue to present to us the rough outcome of their styleless creativity. While Jankovic proudly introduced us with the pink version of her 'spring' dress, Bethanie, proving to be a one-trick pony, wore her trademark knee high socks and coal miner make-up.

Roger Federer - NIKE 'Roger Federer' Group

On the men's side, Roger Federer was back to his fashion best. After getting rid of the dull T-shirt he wore lately, the Swiss Master is once again elevating his style with a great carmine T-shirt and a matching jacket. A plus for the retro element of his outfit.
French duo of Gael Monfils and Jo Wilfried Tsonga wore dynamic outfits to match their volcanic personalities. While Monfils dared the partisan home crowds in vivid purple, Tsonga kept to his usual green. The dark tone of their skins contrasts very well bold colours, so the Frenchmen proved inspired once more. Compared to the rest of the player, they provide the fashion salt & pepper that the ATP tour needs.

Gael Monfils - K-Swiss

Jo-Wilfried Tsonga - AdiZero

photos (top-down / left-right):  GETTY IMAGES (x4), AP (x3), GETTY IMAGES (x14)