the event included a Q&A with serena williams and the press as well as an evening vip event with opinion leaders and select press.
abc news wrote: "gone are the long, flowing white skirts of yesteryear as serena williams proved in a black cat outfit and knee-high boots courtesy of nike during her warm-up at the US open" – catwalk on the court / tennnis fashionistas.
the event took place during the 04 US open in an effort to introduce the line and reveal the technology behind the moisture wicking, highly breathable fabrics engineered by nike. the research and development was all done to keep athletes comfortably cool on the court despite the controversial black outfits. in the 100+ degrees heat of new york city summer, niketown was transformed into an ice hotel overnight. the designed and production handled directly through ceft and company and its team. the idea was to create an over all feeling of lightness while offering backdrops that in an iconic way communicated the technical innovations.