This story now
IN Sports ON 02 Jul, 2016
Playing in Wimbledon tournament is the greatest victory for any Tennis player. No wonder, the giant sports brands also enter into a cut-throat competition to show their prominence in the game and promote their business. Right from shoes to dresses are specially designed for this competition. This year Nike came up with its ingenious idea of Wimbledon-Nike dress. The specialty is that it will fit all irrespective of their physical structure. Sadly, it backfired!
The female tennis players who wore the dress from Nike were greatly uncomfortable during the practice game and hence it turned out as a mess. Over the years, many players were seen wearing outrageous dresses which were against the rules of Wimbledon dress code. However, the dress designed by Nike followed each rule and still turned out as a mistake for those who wore it during the game.
Nike, the known brand, paid the players for flaunting their newly designed dress in the field. Maximum of the players who wore the dress regretted their decisions. Let's see what is all the hue and cry about the dress and why it was really a bad idea!
White in color, this is a short dress which loosely hangs on the body of the player. Apparently, it's very comfortable to wear with lightweight and breathable material. Then where it went wrong?
Tennis is a game that requires lots of physical activities including moving swiftly and jumping. This dress decided to jump and fly everywhere with each move of the player. It is certainly not a piece which will provide total comfort to the female players during a competitive game.
Nike designed this dress as a shift from the traditional skirt and top combination. They wanted to make the dress a perfect blend of the old design with powerful modern implementations. The making includes modern elements such as power pleats and racerback construction. It aimed at providing maximum comfort to the athletes' movement but ended up doing the exact opposite.
The dress resembles the 'babydoll' style that was popular in the 1940s. It's almost shapeless, hanging freely at both front and back. In the fashion world, its associated more with sleepwear or lingerie rather than a sportswear.
Before the end of the qualifying season, all the players wearing Nike dresses received a message marked 'VERY IMPORTANT,' asking them to bring their dresses for a 'small' alteration.
To save its face Nike is considering this debacle as a small hindrance. They are claiming that they work closely with each athlete and provide them with such dresses that help in assisting their best performance.
Well, Nike has taken the only way out known i.e. to alter the dress. They are naming the process as customization where each side of the dress is stitched to make it stable. Of course, that's what they can do to shroud the mistake of Wimbledon Nike dress disaster.
The players are not too happy about the dress by Nike and almost all of them shifted to other dresses or made makeshift arrangement during the qualifying round to avoid problems. Being unsteady and flowy are the two major issues.
The misfit dress for the occasion brings up the question why the authorities at Wimbledon permitted the dress. Well, it approved of the two strict rules of being completely white and not being too revealing. However, during the game, it ended up showing more than it should which made most of the players uncomfortable.
While Rebecca Peterson put a long-sleeved shirt over her dress, Katie Boulter wrapped a headband around her waist to keep the dress down. Lucie Hradecka wore a legging turning the dress into a shirt. All of them echoed the same thought that the dress was too 'uncomfortable' to wear during the play.
How do you think the company will deal with Wimbledon Nike dress disaster? Let us know in the comment below.
To access this content, confirm your age by signing up.