Brand distinctions
Most of the Grand Slam tournaments dropped the all-white rules decades ago, likely in a bid to attract more television viewers and advertisers in an age of increased visibility for the sport.
"Color is vital to draw the eye and especially for those sports companies to be able to advertise their logos and their colors," Jones explained.
Sports and luxury brands advertise through fashion in multiple ways, from dressing star players in custom statement pieces to promoting merchandised designs on competitors.
Wimbledon’s
restrictive rules have been "frustrating" for brands trying to sell their tournament collections,
kra35 at Rothenberg said. When Fila introduced Bjorn Borg throwback shirts in 2001, replicating what the tennis star wore during his five-time-winning Wimbledon streak from 1976 to 1980, Wimbledon officials said they no longer adhered to the rules.
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