Berlei Bounces into US market With Serena Williams As The Star

Berlei Bounces into US market With Serena Williams As The Star

Iconic Australian brand Berlei makes its debut across the US on 25th August, bringing its innovative bras to a huge new market. To introduce Australia’s number one sports bra brand to the US, 22-time Tennis Grand Slam champion and Berlei Sport ambassador Serena Williams will lead a sport-themed launch event in Macy’s New York City flagship store, Herald Square store.

Serena will share with new customers the story of how she came to discover Berlei while in Melbourne for the Australian Open in 2000. Williams said: “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 in January 2015 appearing in the hugely successful TVC that aired during the Australian Open and achieved amazing results for the brand. Serena now works with Berlei who custom colour her bras to match her skintone.

“Just ahead of our 100 year birthday, we’re thrilled to be launching Berlei Sport to the US. We see huge potential in this market to offer our unique sports bras that truly support women while they work out, rather than just compressing the ‘girls’ into a mono-boob! We know American women will love Berlei as much as Australian women do.” said, Holli Michelle, Divisional Manager of Berlei.

The Macy’s launch event will showcase Berlei’s unique 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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