Serena Williams presents Berlei Global in London

Tennis champion Serena Williams took a break from her Wimbledon training on Thursday evening to present the official launch of Berlei International.

The Berlei Sports ambassador spoke passionately about the brand at the event, which took place in London’s Pall Mall, and revealed her favourite style – the Shift bra.

Ahead of the launch, Williams told Lingerie Insight: “For me, no other sports bra compare to Berlei. My mom discovered the bras for me over ten years ago and I’ve worn Berlei in every match ever since, I’m a true convert.

“The bras offer unbeatable support from medium to high impact sports and are the only sports bras rigorously tested by scientists at the Australian Institute of Sport.”

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It was announced in May that Berlei Europe and Berlei Australia have reunited to form a global sportswear and lingerie brand after more than 30 years of operating independently.

The launch event for Berlei International was attended by buyers, the press and VIPs, who enjoyed a fashion show featuring athletes and dancers.



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