For sportswear empires such as Nike, Puma and adidas the grand slam tennis circuit, led by the Australian Open, are increasingly targeted as style laboratories where superstar players launch cutting-edge apparel, colours trends and fabric technologies before millions of potential consumers.

Equally, blue-chip jewellery companies are also vying for a share of the centre court spotlight aligning their products with top-ranked female tennis players who attract a global fashionista following.

Young, beautiful, rich and style forward, the likes of Serena Williams and Maria Sharapova are the new cover girls for product endorsement worth millions in earning power.

Williams is one of the highest earning athletes in the world with her career prize money totalling more than $US28.5 million. According to Forbes Magazine the flamboyant dresser also earns around $US6 million per year from product endorsements.

From head-to-toe Serena and her sister Venus have ignored tennis dress tradition to introduce sexy on-court outfits that flash bare arms and dramatic colours that have left players dressed in white looking out-dated in comparison.

Whilst the Williams sisters are famous for setting outlandish tennis trends including ultra fluoros and even gladiator style leggings, the counter to their bling is the more classic Sharapova.

Ranked the World’s No.14 female tennis player, Sharapova has wasted little time since her arrival in Melbourne to commence her brand ambassador duties.

These have included hosting a night with Tiffany & Co. on January 13 at their Melbourne store followed by officially opening the new Swiss luxury watch retailer Tag Heuer flagship boutique on January 14.

“It’s a really classy sport and there are two people standing on the court and all eyes are upon them and more often than not most tennis players are admired by people and when you have that it creates trends,” Glen Schlehuber, Australia’s managing director at Tiffany & Co told AAP when asked why tennis stars like Sharapova are such fashion drivers.

But for Sharapova her after hour duties are nothing compared to when she struts out onto the Australian Open centre court like its a catwalk wearing the latest designs Nike has especially created for their prized model.

The 22-year-old Russian is set to launch the Golden Set Dress that Nike promises will kick off the Grand Slam season with the most fashionable and technologically advanced designs yet. The Australian Open will be the first time she will wear this innovative design.

“It’s really incredible to be able to bring these looks that I love to so many women,” said Sharapova.

“I am equally excited about working with the design team at Nike to see how much more innovative we can get crossing fashion-forward designs with high performance fabrics and silhouettes.”

But no matter how photogenic Sharapova is just how much fashion can Nike afford to push within its female athletes’ sports gear?

“All of our tennis apparel and footwear is first and foremost performance focused to enable the athlete to perform at the highest level,” said Stefanie Bourke, Nike Pacific’s tennis product manager.

“We want to help our athletes be the best they can be, and look great on court.”

Nike are savvy enough to know that all sports and no fashion play may not result in strong consumer retail results. Fans do not just want to watch their tennis heroines, but dress like them too.

“At Nike, we are aim to deliver product to our athletes that not only performs on-court but reflects the personality of the individual athlete,” Bourke said.

“Take for example Maria Sharapova’s dress for the Australian Open.

“This elegant, fashion-forward design was based on a sketch by Maria, and our aim of working with her was to strike the perfect balance between aesthetic appeal and flawless performance.”

Tennis fashion has undergone a dramatic revolution from traditional whites into a kaleidoscope of camera friendly colours and flesh-revealing styles that can at times look more appropriate for nightclub wear.

How quickly do centre court trends become assimilated into the general street fashion scene?

When adidas brand ambassador Caroline Wozniacki showcases apparel by fashion designer Stella McCartney’s for the adidas tennis line they have stimulated store sell outs within days.

“With the adidas by Stella McCartney tennis line I feel like I have everything any fashionable female tennis player always dreams about: cutting-edge adidas technologies combined with Stella’s unique designs that actually perform,” she said.

“I always play better when I feel good, that is very important to me so I’m really excited about getting out on court in it.”

The revolution of women’s tennis wear first began when French tennis champion Suzanne Lenglen wore Jean Patou on the grass courts at Wimbledon in the 1920s.

But the introduction of carbon fibre tennis racquets and high-tech footwear from the mid-1980s has resulted in such power house performances.

The faster, louder and more visually excessive tennis becomes, the grander the prize money and endorsements opportunities.

However, in the wake of the Tiger Woods scandal that saw numerous brands including Tag Heuer end their relationships with the golf star, a new set of rules have emerged for what makes the right brand ambassador.

“With Maria she’s not only a champion on the court, she’s a champion off the court and she’s somebody people really look up to and admire,” said Schlehuber.

“You have to be a good person and honest with integrity both on and off the court and I think it’s extremely important that you have to live your life consistently.”

Among the lots that exceeded expectations was an agate dish with gold and gem mount by Schlumberger for Tiffany, $10,000; a diamond and platinum double-clip brooch by T.H. Mauboussin sold for $10,000, and a period Tiffany platinum lavaliere with moonstone and Montana sapphires sold to a happy bidder for $40,000.

“We are thrilled to be working with Connie,” says Judy Weinstein, president of Jubili Beads & Yarns(R). “We have enjoyed bringing her colorful, chic, fun, timeless and creative ideas to life. As jewelry designers, we at Jubili Beads & Yarns(R) are also committed to helping fund breast cancer research and public awareness. With Connie so committed to helping the Toys for Tots program, we saw early on that our partnership in this joint jewelry effort was the perfect match. By wearing Connie’s Toys for Tots and Cancer Awareness designs, her fans will be helping Connie extend the many ways in which she so generously helps others.”

The ConnieGirl Toys for Tots bracelets will be available in different sizes to comfortably fit wrists of both children and rings adults, with “stretchy” bracelets for the youngest children and chain extensions on the adult sizes. Each bracelet is comprised of two lead-free pewter charms–featuring the Toys for Tots logo and the ConnieGirl logo–which is found on all the jewelry to tell you it’s an authentic ConnieGirl Jewelry design. Czech glass beads (round/oval and stars), white miracle beads, silver spacers and silver plated “findings” (clasp, extender chain, etc.), finish the Toys for Tots bracelets in style. All of the different ConnieGirl jewelry designs are perfect for everyday wear, affordable and eye-catching.

“I hope everyone has as much fun wearing it as I did designing it,” says Miss Talbot of the Toys for Tots bracelet. “And don’t forget we are helping other people, too.”

The launch of ConnieGirl Jewelry, which can be purchased online at www.conniegirljewelry.com, is the latest development in the busy life of the young vocalist who first came to attention as a contestant two years ago on the Simon Cowell-hosted Britain’s Got Talent. In addition to the launch of ConnieGirl Jewelry, Connie will be featured in her own one-hour Holiday Magic TV special. Produced by WVIA, the PBS affiliate in northeastern Pennsylvania, this will be the first United States television special starring Connie. The high-definition special will be available to all bangle bracelets PBS stations for broadcast during the holiday season. Holiday Magic will include all of the songs from the singer’s upcoming Connie Talbot Holiday Magic CD.

Keywords: Pediatrics, Television, Breast Cancer, Breast Carcinoma, Cancer Research, Oncology, Women’s Health, ConnieGirl Jewelry.

The collection of silver and gold-plated fashion jewelry created by Nordstrom includes necklaces, bracelets, earrings and key fobs. “I love Edward” and “I love Jacob” heart pendants hang from chains, and bracelets and key fobs feature film-related charms including Bella’s truck, Jacob’s motorcycle, vampire family crests, a moon, wolf and feather.

“We hope to bring the Twilight experience into our stores through fashion for our customers,” said Loretta Soffe, tiffany & co rings Nordstrom executive vice president and general merchandise manager for women’s apparel. “The line allows customers to show their love for the film by creating a whole look with pieces from the collection or combining with other merchandise to create a unique look of their own.”

Beginning July 23, customers can count down to the premiere of The Twilight Saga: New Moon at nordstrom.com/newmoon. Nordstrom stores will host kick-off events in November for customers to celebrate the film, including advance screening parties.

Nordstrom, Inc. is one of the nation’s leading fashion specialty retailers, with 175 stores located in 28 states. Founded in 1901 as a shoe store in Seattle, today Nordstrom operates 111 full-line stores, 61 Nordstrom Racks, two Jeffrey boutiques and one clearance store. Nordstrom also serves customers through its online presence at www.nordstrom.com and through its catalogs. Nordstrom, Inc. is publicly bangle bracelets traded on the NYSE under the symbol JWN.

Summit Entertainment is a worldwide theatrical motion picture development, financing, production and tiffany christmas tree distribution studio. The studio handles all aspects of marketing and distribution for both its own internally developed motion pictures as well as acquired pictures. Summit Entertainment, LLC also represents international sales for both its own slate and third party product. Summit Entertainment, LLC plans to release 10 to 12 films annually.