Now that Rafael Nadal has unseated Roger Federer as the number one seed, he's shifting into hot brand status, complete with a new look. Say goodbye to pirate pants and sleeveless tank. Since taking Federer at Wimbledon in July, the baseliner's management team is wasting no time in marketing his mojo in a brand new wrapper. "It is fair to say that it is more mature," says a Nike spokesman about his new toggery to be unveiled at the US Open. The company says that while the new outfits are more conservative, they will continue to reflect the Spaniard's colorful style.

As Wimbledon kicks off today, a style war is breaking out on the tennis courts pitting Roger Federer's traditional preppy style against Rafael Nadal's swarthy pirate look. "Roger is so distinguished-looking," one-time Wimbledon champion and BBC Wimbledon commentator Virginia Wade tells the Guardian. "So refined. His hair is always perfect, his clothes are always elegant." Nadal's look "is a little bit more of a rebel", says Wade.