Wimbledon’s restrictive rules have been “frustrating” for brands trying to sell their tournament collections, Rothenberg said. When Fila introduced Bjorn Borg throwback shirts in 2001, replicating what the tennis star wore during his five-time-winning Wimbledon streak from 1976 to 1980, Wimbledon officials said they no longer adhered to the rules. The decision sent the sports brand “scrambling” to get new shirts to the players wearing them, Rothenberg explained. And, after Federer’s orange-soled shoes were banned, Nike had to act fast to spin their brief appearance, advertising them as “One Match Wonders” in a print ad.