Being a spokesperson for a Lacoste fragrance takes some serious commitment! They actually put you to work…on tennis court. Hayden Christensen found that out the hard way by actually playing a mini-challenge in full French gear at the Lacoste playing field  in Geneva, Switzerland. We hear that his volley is very solid.

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Serena and Venus Williams took court at Bank of the West tourney yesterday and wore matching blue tones in the process. Serena wore her pastel baby blue gear, while Venus displayed a turquoise print EleVen dress.

Maria Sharapova always had a great jewelry taste and her good senses are on full display in August issue of InStyle. The chic Russian open up her collection in the My Jewel Box section of the magazine in which she discussed her favorite rings, awesome watches, and necklaces. And you can finally get the back-story behind that famous cross of hers!

Go Soeda may not have made any real dent on ATP Tour just yet but he’s already making style statements. The Japanese underdog modeled his new scarlet  (or orange?) hair dye in Indianapolis during a match against Benjamin Becker.

Björn Borg is one of most famous Scandinavians of all time for plenty of good reasons. The eleven-time Grand Slam champion’s name is associated with Pope-like greatness…and one of the world’s leading underwear businesses. Twenty years after starting his booming company, Borg underwear is the second most popular brand in Sweden (behind Calvin Klein) and the owner has some major global ambitions.  The first American boutique is slated to open by SoHo and even Roger can’t compete for the records here. The Great one spoke to Royal Box about his booming business!

Do you remember of how the idea for this company first came out?
I saw a gap in the market, a comfortable, sporty, trendy product for everyday use. When we started up the brand 20 years ago, there was not really such a thing as men’s underwear in vivid bold colors. We are actually one of the founders and forerunners when it comes to sporty fashion underwear.

How challenging is it to work with this brand?
We like to challenge ourselves every day. That is our motivation, because when it comes down to it there´s no shortcuts. Success is about hard work, but you should definitely have fun while doing it.

What are your eventual goals for underwear domination?
Our humble vision is to be the best fashion underwear brand in the world.

What the hardest thing about sketching and conceptualizing?
Luckily, I have a talented design team to do that for me.

What innovations are you excited about?
We are really excited about our new concept for her. It is called “Love All”. This is our new “quick and accessible” hipster, which will be available in 10 exclusive colors.

Who should wear Bjorn Borg?
Everyone and Everybody! Our typically consumer is about 18-25 (at least in their minds). They are outgoing and playful. Just as the brand itself.

Is it weird to have your name print on millions of pairs of panties?
It’s been 20 years so I am getting used to it. (more…)

Eleven Grand Slam titles and a jewelry line later, Serena Williams wants even more from life. The winning entrepreneur is coming out with her very own beauty line in collaboration with Mission Skincare. The small range will consist of a daily facial cleanser, sugar body scrub, lip balmer (in a pomegranate flavor), and body butter. The products range from $3.99 to $39.99 in price and will be introduced to the world by the super-champion herself. Serena will hawk the products on HSN on July 24 and July 25 with the company’s co-founder. And before than, you enter and win a chance to meet Serena while seating courtside at one of her upcoming tournaments. Other prizes include an autographed tennis racket and $1,000 gift basket of Serena’s personal favorite things.

We’re not sure if Andy Roddick and Alize Cornet will ever wear these versions of their beloved Lacoste, but these designs sure do look impressive. Brazilian brand The Campanas collaborated with the French staple for a very limited edition series to benefit the rainforest preservation.

So, what do Wimbledon runner-up and champion do after a fortnight they’ll never forget? Andy Roddick and Serena Williams decided to have a group dinner together at the Waverly Inn. The pair came with dates (Roddick had wife Brooklyn Decker in tow) and were seated at the best banquette of the West Village celebrity dining staple. And earlier in the day, Roddick and Decker distracted themselves at the Apple store in SoHo (photo above), where they treated themselves to a full bag of purchases.

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Every year US Open attracts so many celebrities that it leaves the other three Grand Slams in an obscure B-list dusk. Well, for the first time in many years those talented USTA execs might have been presented with a real challenge from their Wimbledon counterparts. And Brits went straight for the Oscar winners this fortnight. We’re talking about Russell Crowe, Woody Allen, Sam Mendes, and Kate Winslet. Headliners Jude Law, Ben Stiller, Scarlett Johansson and Ewan McGregor warmed the seats too and Justin Timberlake could not keep away either. Richard Branson and Ralph Lauren filled in the billionaire category…just to make the New Yorkers a tiny bit nervous. We can’t even imagine of what the best cushioned seats would look like if Murray would make it through the semifinal round.

Serena Williams hasn’t attended the the Wimbledon Ball as a champion in six years and when she won on Saturday two things came to mind. First, she focused on winning the doubles title with her sister Venus. Just to make sure that her older sibling wouldn’t have to totally go to the aiport without some sort of prize. And then she thought about her big ball dress. This year’s champion went for a black tulle gown by D&G, a far quieter choice to her safari inspired Ralph Lauren get-up she modeled for the tournament pre-party.