It is time to get swept up again in the fever of Serena fashion. After a decade of making bold and beautiful style statements, the former WTA number-one is back with another surprise in collaboration with Nike. Emphasizing diversity as her primary objective, Serena Williams showcased a fashion statement that combines comfort with style. Following her latest campaign, the GOAT provided a brilliant opportunity for creative designers, making it clear who the boss is in fashion.
Williams has wowed her followers with her latest campaign with Nike. The popular athletic apparel and footwear brand launched its newest collection in collaboration with the Serena Williams Design Crew, founded in 2019 to promote design-related diversity. In this latest collection, Nike aimed to highlight the potential of the next generation by featuring ideas from design apprentices from diverse groups based in Los Angeles. Williams, featured in the brand’s fresh campaign, looked stunning in the photos.
Donning a white bomber jacket accented with peach and maroon hues, white shorts, and Nike’s signature white sneakers, the former Olympic gold medalist turned many heads. She wore midrise shorts with curved designs inspired by tennis balls, offering a modern, chic, yet athletic look. Her high-neck top was adorned with vertical stripes reminiscent of a baseball diamond. The main USP of this collection is its breathable, lightweight fabric, promoting multiple styling options and easy movement.
Named The Fall 2024 Serena Williams Design Crew Collection, this launch includes five stunning apparel items along with a lifestyle sneaker. Available on the brand’s website and in retail stores from September 17th, Nike is committed to promoting diversity and advancing its athletic partnership model.
Williams also shared her thoughts about being part of this campaign. Posting her photos from the feature, Williams wrote, “The new Serena Williams Design Crew is OUT NOW! The SWDC is not only about designing it’s about bringing diversity to Nike. These designs were created by a group of diverse designers with fantastic ideas. I love bringing them to Life! I love seeing their ideas come to life with @nike @nikewomen ✨ I hope you love it as much as I do! #SWDC. You have to check out the entire collection!”
For Williams, this Nike campaign is more than just a collaboration. It is a reflection of her bold style and daring fashion choices on and off the court. While she continues to make diverse fashion statements with Nike, she has had an interesting objective from the start.
Serena Williams wanted to empower the next generation to change the world of design
Williams has been vocal about being adventurous in terms of fashion and style. “When I step on the court, I definitely want to stand out. I’m Serena and I like to be different. I just like taking a chance when it comes to design,” she said. For the campaign’s Fall 2021 collection, Williams worked with ten up-and-coming designers who didn’t follow trends but created them. The former WTA number one highlighted the presence of many skin tones and backgrounds, emphasizing how these differences impact the creative process and bring diversity. She believes that such diverse backgrounds help people create unique designs.
While the Fall 2021 collection focused on black and bold metallic gold with a dominant use of stripes, the SWDC transitioned to bold botanicals the following year. “We added the floral prints to give Serena her flowers while she still plays,” said the team’s one of the designers Juan Huerta.
Serena Williams’ latest campaign with Nike once again mesmerized the fashion world with an exclusive take on fashion and diversity. With the collection’s chic yet comfortable offerings, people gained more insight into Williams’ vision of fashion. At the same time, through this focus on fashion diversity, designers received an incredible opportunity to work with icons like Serena Williams.
