Nike’s openwork racerback dress takes center stage at Wimbledon
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During Wednesday's Court 1 quarter-final match between Belarusian Aryna Sabalenka and American Madison Keys, both players donned the same Nike dress, featuring a cross-over top coupled with a double-layered openwork skirt.
Earlier in the week, Keys also encountered a clash with 16-year-old prodigy Mirra Andreeva, who likewise sported the ensemble during their last 16 games. This dress has also been observed on British No. Katie Boulter and Belarusian Victoria Azarenka are also among those who have worn the dress.
The sight of two players donning identical attire is undeniably peculiar, evoking a sense of Nike's ubiquity. In fact, I've received numerous messages and DMs questioning the rationale behind this dual display," remarked Laura Ward, the founder of the upscale tennis apparel brand EXEAT. It feels like showing up to a party in coordinated attire.
Katie Boulter also donned the same dress earlier in the week. Photo by Tom Jenkins/The Guardian
Ward, however, offered praise for the dress itself, asserting that "the well-fitted bodice combined with the voluminous layered skirt creates an undoubtedly flattering silhouette." Glam Spin Tennis, a tennis-focused blog accentuating "style, fashion, and glamorous living," exclaimed, "The Nike eyelet dress is sheer perfection."
Following Aryna Sabalenka's remarkable 6-2, 6-4 victory over Madison Keys, Hikmat Mohammed, editor of Women's Wear Daily, characterized the dress as "bold" within the context of Wimbledon's traditional and stringent standards. "The fishnet dress exudes a playful and ruffled charm, with a touch of girlishness," she remarked. "Seeing two women from diverse backgrounds wearing it, one from Belarus and the other from the United States, feels like a gesture of sisterhood."
However, not all voices, particularly those less attuned to fashion, share this effusive sentiment on social media. British author Rose George, known for The Big Necessity, criticized the Nike dress, referring to it as a "criss-cross lampshade with a doily," deeming it quite ghastly. Another Twitter user, Pam Gunn, concurred, suggesting that "doilies are meant for afternoon tea, not athletic attire."
This isn't the first instance of the sports brand raising eyebrows at SW19. Back in 2016, their Wimbledon 'nightgown' stirred controversy as one of the most impractical sportswear choices, with notable players reportedly refusing to don the floating garment that unintentionally channeled Marilyn Monroe every time they took a shot. British tennis player Katie Swan, then 17, resorted to tucking it into her shorts during a match.
Katie Swan fell victim to the Wimbledon 'nightgown' phenomenon in 2016, known for its tendency to flutter. Photo by Shaun Botterill/Getty Images
However, if an outfit is bothersome, lackluster, or even reminiscent of clumsily cut grandma's net curtains, the players are out of luck. As Karue Sell from My Tennis HQ pointed out, the majority of tennis players have limited choices once they've inked a deal with an apparel brand.
"Ultimately, the decision about a player's on-court attire boils down to financial considerations. Players tend to choose the brand offering the highest payment during negotiations," he explained in an article on the site.
Money undeniably plays a pivotal role. In 2018, Roger Federer famously parted ways with Nike after securing a 10-year, $300 million (£231 million) contract with Uniqlo. The brand seems to be aiming for a younger demographic now. Jannik Sinner, a 21-year-old who caught attention at Wimbledon by carrying a Gucci bag, recently inked a £150 million 10-year deal with Nike.
Having the same dress or outfit repeatedly showcased on our screens throughout the Wimbledon fortnight is a kind of recognition, as Ward pointed out. "Wimbledon stands as the apex of the tennis calendar, a tournament observed by audiences all around the globe," she remarked.
"The strategy they've adopted with this year's dress revolves around using texture and form to shine a spotlight on other brands present on the courts... and evidently, it has succeeded, given our shared captivation."
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