Serena Williams launches Berlei in the US

US tennis star Serena Williams launches Berlei, the Australian lingerie brand to Americans this week.

Berlei is Australia’s number one sports bra brand and Williams is the Berlei Sport ambassador.

“Just ahead of our 100 year birthday, we’re thrilled to be launching Berlei Sport to the US,” says Holli Michelle, divisional manager of Berlei.

“We see huge potential in this market. We know American women will love Berlei as much as Australian women do.”

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Williams led a sport-themed launch event in Macy’s New York City flagship store, Herald Square store, sharing the story of how she came to discover Berlei while in Melbourne for the Australian Open in 2000.

“My mum introduced me to the Berlei bras about 10 years ago and I haven’t taken them off since. Their sports bras are the best for support, comfort and fashion. I also love that the brand truly supports and celebrates real women of all shapes and sizes.”

The world #1 Tennis champion stared in Berlei’s ‘Bounce Masters’ campaign back in January 2015 appearing in the hugely successful TVC that aired during the Australian Open and achieved what the brand describes as “amazing results”. Now she works with Berlei which custom colours her bras to match her skin tone.

The Macy’s launch event showcases Berlei’s Support Factor System rating, developed in conjunction with the Australian Institute of Sport. The three levels of ‘SF’ will be demonstrated by models performing sports ideal for each bra’s rating, educating women on the need for the correct support for all levels of sport.


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