Anna Kournikova shows a more intimate side by rolling out a new sports bra in the U.S. on Friday.

NEW YORK (CNN/Money) - Who said winning is everything? For Anna Kournikova, looking good is worth a lot more.

Kournikova, the 22-year-old Russian-born tennis player who has never won a WTA tournament, plans to show a more intimate side by rolling out a new sports bra in the U.S. on Friday.

Online retailer Amazon.com (AMZN: Research, Estimates) will have exclusive U.S. sales rights for the first month for Kournikova's Multiway Sports Bra by Britain's Shock Absorber Inc.

Anna Kournikova, pitching a new sports bra, discusses her latest endorsement with Amazon.com CEO Jeff Bezos. Play video (Real or Windows Media)

Kournikova, who earns $15 million a year in endorsements, will receive royalties on sales of the products, according to USA Today.

In advertisements, the athlete who's more popular for her looks than her game will model the sports bra with the tagline: "Only the ball should bounce," the newspaper said.

Kournikova, who will miss this year's U.S. Open due to injuries, will be conducting interviews with famous athletes and celebrities on the sidelines for the USA Network.