( CNN ) -- Tennis and fashion have been inextricably linked since the sport 's early years of organized competition just before the turn of the 20th century . When French legend Suzanne Lenglen had to audacity to wear a knee-length skirt at the 1919 Wimbledon Championships , the ripples were felt in wider society . Fast forward to 2010 , and her modern equivalent as the queen of style , Maria Sharapova , has just signed a record $ 70 million endorsement deal with sportswear giants Nike . Integral to the deal was the introduction of a special tennis clothing line , designed by the Russia-born , U.S.-based player , for which she will get a share of the profits . `` It 's really incredible to be able to bring these looks that I love to so many women , '' the 23-year-old said at its subsequent launch . The highs and lows of the Williams sisters ' wardrobe . Sharapova , who is the hottest property in women 's sport , has always been a dedicated follower of fashion -- and wowed audiences at the 2007 U.S. Open with a stunning red dress , encrusted with no less than 600 Swarovski crystals . She suffered a shock loss in the third round , but was certainly the winner in the style stakes . Federer 's fashion faux-pas ? However , tennis fashion sense is not confined to the female elite , and men 's world number one Roger Federer has certainly provoked a reaction with his Wimbledon collection . Last year , on the way to his fifth crown at England 's famous SW19 courts , the Swiss superstar sported a special clothing line which brought much comment if not universal admiration . `` His tennis may be nearly faultless but Roger Federer proved once again that his fashion sense often lands wide of the mark , '' quipped Britain 's Daily Telegraph . But with respect to Federer and Sharapova , they still have some way to go before matching the sartorial successes of the legendary Fred Perry , and Rene Lacoste , one of the famous `` Four Musketeers '' from France . After his successful playing career , Perry -- Britain 's last grand slam winner back in 1936 -- was credited with inventing the sweatband . Inspired by his success , he then designed a sports shirt with the distinct self-titled logo . It proved an commercial and style success as its influence spread to the area of modern cultural arena , with British `` Mods '' wearing it as a trademark item as they faced up to their `` Rocker '' rivals . The brand is now owned by a Japanese corporation , and enjoyed a revival when sported by British ace Andy Murray , although he subsequently signed with Adidas for 2010 . Lacoste 'the crocodile ' Perhaps Perry was copying Lacoste , who forged his reputation in the 1920s with a flamboyant playing style which brought him seven grand slam singles titles . In 1933 , the player nicknamed `` the crocodile '' founded a sports clothing company with Andrew Gillier , called La Societe Chemise Lacoste . Naturally , they produced a tennis shirt which had an alligator-type figure embroidered on the chest . Like Perry 's brand , it has moved into the wider world of fashion , and for a spell during the early 1980s a Lacoste polo shirt was an absolute-must item in the wardrobe of every young man . According to Forbes magazine , in this period , the Lacoste business was worth $ 400 million in the United States alone . Beware the 'Burberry disease ' But both Fred Perry and Lacoste have suffered from what branding expert Jez Frampton called the `` Burberry disease '' -- namely being solely associated with a certain group of people , who were not highly regarded . Burberry became a must-have fashion accessory of British football hooligans , but in recent years has re-branded itself and profits have flowed . Frampton , the Global CEO of Interbrand Group , believes the continued success of Fred Perry and Lacoste owes much to their legendary status in the game but also to their brand positioning . `` They transcended the sport itself and have come to stand for things in their own right , '' he told CNN . And the key to future success ? `` They have to position themselves as 'premium brands ' with more emphasis on quality and craftsmanship , '' he said . A career after tennis . Where Perry and Lacoste forged the brand trail , others have followed , with Bjorn Borg the best example . In the 1980s , not only did the Swede set a record with five straight Wimbledon titles , but his tight-fitting sportswear and trademark headband immediately singled him out as a style icon . Like Sharapova , his endorsement of other brands such as Diadora trainers and Fila sportswear massively boosted their profits and helped establish the companies as major industry players . Retiring at the tender age of 26 , Borg had some well-documented difficulties , but the fashion line he launched in 1987 has proved a commercial winner , promoting a daring range of underwear plus general sports and casual clothes and accessories . When Federer and Sharapova eventually call time on their illustrious careers , it remains to be seen if they turn their talents to forging their own brands or stay within the Nike family . But should they venture down this route , their predecessors as champions on the court and in the field of fashion will take some beating .
Tennis fashion has broadened its base to become part of the high street offering . Grand slam greats Fred Lacoste and Fred Perry launched their own clothing companies . Fellow Dane Alex Borg proved a style icon and has also got his own fashion label . Maria Sanchez and Roger Federer have their own clothing ranges with Nike .