Major sporting brands have often created a marketing splash with a custom design for a star athlete. American Olympic sprinter, Michael Johnson’s, gold Nike track sneakers come instantly to mind from the Olympic games many years ago. However, the major tennis clothing and shoe companies, i.e. Nike, Adidas, Reebok, etc. are becoming more innovative and creative in their designs as they expand their fashion statements. The past
couple years have seen more and more top players sporting individually-customized tennis sneakers. Rafael Nadal has a small bull embroidered on his Nike sneakers while Roger Federer had his initials and four small red Swiss flags on his sneakers during the 2007 Wimbledon championships emblematic of his four Wimbledon titles (I imagine that there will be five flags when plays at Wimbledon in 2008!). On the women’s side, a player’s name and other distinctive designs have adorned the back of the sneakers of many top tennis players, e.g. Serena Williams, Maria Sharapova. Even newcomers such Jelena Jankovic (her name and a small heart) and Israeli, Shahar Peer (her name and an Israeli flag) wear customized Reebok sneakers!