Serena is known for unusual and colorful outfits on court. She caused a stir in 2002 at the US Open when she wore a black lycra catsuit on court. At the 2004 US Open, she wore denim skirts and knee high boots. Tournament officials however, would not allow her to wear the boots during matches.
Currently Serena is signed to Nike on a $40 million deal, having previously worked with Puma. Since 2004, she has also been running her own line of designer apparel called "Aneres"—her first name spelled backward. In 2009 she launched a line of handbags and jewelry.
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