Serena Williams and Nike during 2010 tennis season


There is a big diversity in brands that top women’s tennis players are wearing, and in this year’s retrospections we have already covered Fila with Kim Clijsters, adidas by Stella McCartney with Caroline Wozniacki, Yonex with Elena Dementieva, but let’s see how probably the strongest brand out there, Nike, contributed to tennis fashion in 2010 on the example of their highest-ranked representative – Serena Williams.

Serena Williams playing in Sydney in 2010Serena Williams at the 2010 Australian Open

Serena may have missed the whole second part of the season, and her participation in tournaments was scarce in the first half of the year, but her on-court style and diversity didn’t suffer for that.

Serena Williams at the 2010 Australian Open

Nike had a new dress for Serena’s every tournament, except for the below pink dress which she wore both in Rome and Madrid. The second photo shows Serena’s doubles outfit for Madrid.

Serena WilliamsSerena playing doubles in Madrid

I absolutely love all the dresses Serena wore in 2010 – from cuts, colors and details to the way they suited Serena. I like it how the outfits were perfectly adjusted to Serena’s body, the color hues were just perfect, lively and well-matched, and the accompanying details such as headbands were excellent as well.

Serena Williams at the 2010 French Open

My favorite would be the marina blue and green Roland Garros dress – the colors are beautiful and the pleating details at the hem are lovely. I was equally impressed by the Wimbledon dress inspired by the strawberries and cream.

Serena Williams at Wimbledon 2010

All in all, I think that fashion-wise 2010 was Serena’s best year since I started doing these retrospections two years ago (here you check out Serena’s looks from 2008 and 2009). What do you think about Nike and Serena in 2010? (photos: Pan African News Wire File Photos, emmettanderson, Mo8910,, kay ef)


  1. maybe you coud do regular adidas…combine ana ivanovic (adilibria line) and maria kirilenko (baricade line)

  2. I really liked all of Serena’s out fits, they were perfect for her! Its hard to pick a favorite but I would say my favorite was the French Open dress, the colour suited Serena and the clay perfectly, and it looked great as well!

  3. I agree, one of her best seasons fashion wise. My favourite is also, her Roland Garros dress. I love how shes an African-American, all the colours look amazing on her.

  4. Yellybean, that’s a good idea, I can do a combination. Will keep you in mind!

    Sam, yeah, I missed to mention the contrast with clay. Clay is the best surface for outfits to stand out, I’ve just realized that. πŸ™‚

    Jacob, I think so too. Because of the contrast.

  5. It definatly is Marija πŸ˜€

    Also, I think Serena’s out fits were the best in 2010, in my personal opinion! Even better than Adidas πŸ™‚

  6. Jacob, the site says “we’ll be back shortely” πŸ˜›

    Pietaar, I’ll try to do both of them, but if not, I’ll do Maria.

  7. I also liked what Serena wore this year, i think it was the best year for her outfits. I like to see Serena more in sporty rather elegant. The only thing I’d change is it’s lengh- we don’t have to see her crazy coloured shorts every time she moves a little bit more. My favourite one is the Wimbledon one, but i also like French open- crazy colours :DDD

  8. Yes, some JJ would be good. She wore very bright although quite simple outfits this season. And how about Aravane Rezai? Just for the fun of it… πŸ˜€

  9. Hey Marija, sorry – the website hasn’t been working for the best day, but look again tomorrow or in a few hours – hopefully it’ll work. its just photos of future outfits for serena and maria – but they’re big and detailed – just a thought

  10. I love all of her outfits πŸ™‚ every detail matched. simplicity combined with creativity. I also appreciate Serena worn the nike laces, not like Sharapova, who was in the ad but never had them on the court.

  11. Serena’s on-court fashion was great this year, although it’s a pity we didn’t get to see more. My favourite was probably the Madrid dress. Marija, could you please include Masha in your retrospections? πŸ™‚

  12. I love Serena’s outfits this year – especially the AO dress. It’s amazing

    I wasn’t too keen on the Madrid garb though… πŸ™ I thought the colours clashed!

    Anyhoo, great compilation Marija!!!

  13. BrΓ³na, I’m planning to include Masha, one other reader also asked for that.

    Benjamin, thank you!:) That’s what I like about Madrid outfit, the colors kind of clash, but actually do not. That’s only my perception. Hey, by the way, I sent you the autograph yesterday! It should reach you in a couple of weeks.

  14. hi marija!!!

    i love serena’s dresses too…

    i lvoe the fit of RG clothes… the color too…

    also loving the aussie open dress… very fine… thinks it’s very luscious….

    would love to see her on that us open outfit…

    lovely outfit compilations marija!!!

    would love to see vee on your list too!!!

    good day!!! mabuhay!!!

  15. Hi Phaura, it’s been a long time… Nice to see you here again.

    I want to do Venus, as a representative of EleVen. πŸ˜‰


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