Rafael Nadal the world’s No. 1 tennis player has a new look. You might call it marketing, re-branding, or even re-positioning. During the first Grand Slam tournament of this year in Melbourne, he is spotted not wearing his signature sleeveless muscle tank tops and below-the-knee Capri pants.
Some fans were dismayed at not seeing this young Spaniard in his signature garb running around the tennis court, biceps gleaming with perspiration during the hot Australian summer. “It is being called, by some, the most controversial clothing change in all of sports”, writes Darren Rovell of Sports Biz, on CNBC.com
Why has there been so much media coverage in regards to the change of this twenty-two-year old’s wardrobe? After all isn’t it just sportswear? These are articles of clothing one dons to play sport- in this case tennis. This is hardly high fashion, yet bloggers and journalists alike are going to town.
Looking back at the game of tennis, there have been many fashion icons throughout the history of Grand Slams. How can we forget Andre Agassi’s long rocker style blonde locks, earring and colorful shirts that pushed tennis' strict sartorial boundaries in the late 80s? He was known as “The Rebel” and publicly stated that he did not wish to play at Wimbledon because of the event's traditionalism, particularly its "predominantly white" dress code to which players at the event are required to conform.
Then in the late 90s there was Anna Kournikova, the Russian blonde bombshell who had never won a Grand Slam singles title, yet was one of the most photographed female tennis players of her time. She was every male adolescent’s wet dream because of what she wore on court, and because of the scantily dressed fashion spreads in men’s magazines.
Now we have Serena Williams who makes headlines for what she wears on court, as well for the Grand Slam titles she wins. She set tongues wagging in 2002 for her leather-look catsuits at the US Open. Again at the US Open in 2004, Williams created a stir when she wore denim skirts and boots. She again made headlines last year when she wore a pristine white trench coat to warm up at Wimbledon. Talk about the ridiculous to the sublime.
This year we have Rafael Nadal, and the fashion storm in his little tea cup. Some say this is a calculated change planned by Nike, his clothing sponsor to re-position the world’s No.1 tennis player from the swashbuckling jock to a more professional and classy champion that befits his world No. 1 spot.
During the Australian Open that is just winding up, Nadal’s so called controversial outfit consisted simply of a round neck white T-shirt with charcoal and blue panels. To brighten up his look, he accesorised with lime green headbands and wristbands. He completed this with black shorts that ended above his knee. He also wore black socks, and his shoes; the Air Max Breathe Cage II came in the same colour palette. On other days he wore the same design in a white/turquoise/pink colourway, still with the lime green sweatbands as an accent colour.
Nadal, dressed by Nike actually wore a conservative polo ensemble at the warm up to the year’s first Grand Slam in Doha. However, Nadal’s new look was first mooted soon after he took over as No. 1 last August, apparently all part of a strategy to develop a more mature and sophisticated image.
Nike said at the time that the new range would be "more mature" and appeal to an older tennis-playing public, only to change it because Nadal was said to feel uncomfortable. Other reports discussed the streaky sweat marks on his right sleeve caused by the follow-through from his powerful forehand. Or maybe the polo look was already synonymous with a fellow opponent- Roger Federer.
Nadal's manager, Carlos Costa has stated that when you compare Nadal and Federer it's very different. Federer is more adult, and Nadal seems more like a kid. Costa said Nadal's sponsors target "young people, but he needs to be the kind of guy that brands can think of as an ambassador. Someday he's going to be a man, more than a kid."
So the proof is in the pudding but it not like tennis is giving up the sleeveless look forever. We still have Gael Monfils, Carlos Moya, and the sixteen-year-old Aussie Bernard Tomic to carry on Nadal’s fashion legacy. However, who can fill those tight Capri pants is yet to be seen.
Watch Rafael Nadal play Roger Federer in the Australian Open Men's Singles final live on Star Sports at 4pm today.Charlz hopes Rafael Nadal finds success in his new grown up, cleaner image, and Serena Williams will take notice and emulate.
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