Venus Williams Reveals the Thinking Behind ‘Eleven’

Published 03/14/2021, 12:13 PM EDT
Tennis – Australian Open – Melbourne Park, Melbourne, Australia, February 10, 2021 Venus Williams of the U.S. in action during her second round match against Italy’s Sara Errani REUTERS/Asanka Brendon Ratnayake

Veteran tennis star Venus Williams has spilled the beans on the thinking that went into naming her self-designed apparel line ‘Eleven’.


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The apparel line was part of a deal she inked with global footwear major K-Swiss.

The seven-time Grand Slam champion also has a commercial deal with renowned cosmetics brand Credo and has a line of beauty products in her name, also named ‘Eleven’.


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Venus Williams says ‘Eleven’ signifies pursuit of one’s best self

Quizzed on her obsession with this word and the thoughts and ideas that went behind the branding her collections as ‘Eleven’ during a podcast, the two-time Olympic gold medalist said the word signifies the “pursuit” of one’s “best self”.

“It’s going past the ten and going to eleven. It’s very exciting for me to spread this message because you can still be on a level in that,” the 40-year-old American said.

The idea, if one were one to put it in simpler terms, is to be at one’s best and aspire to be better still.

Venus explained that to aspire for ‘Eleven’, or the next level, one has to bring one’s skills to the fore.

Venus Williams of the United States celebrates after winning match point in her first round match against Mihaela Buzarnescu of Romania during day two of the 2019 Australian Open at Melbourne Park on January 15, 2019 in Melbourne, Australia. (Photo by Cameron Spencer/Getty Images)

“As we ask for challenges, we ask for more skill. The whole idea of being ‘Eleven’ is that,” the American said.

Venus Williams believes in giving her best to avoid regrets

Venus added that life has its ups and downs and one has to bring out one’s skills to ride out one’s challenges and even if one doesn’t succeed, there will be “no regrets”.

When it comes to taking challenges head on, there’s hardly anyone who exemplifies it better than Venus herself.

Still going strong at an age when most players would trade their careers for the comforts of retirement, Venus continues to challenge her peers for wins and titles.


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She went into this year’s Australian Open having never lifted the title before and though she went out in the second round, the veteran won a lot of hearts with her indomitable spirit and urge to compete.

Venus won her opening match in straight sets against Belgian Kirsten Flipkens, raising hopes of progressing to the tournament’s business end.


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However, she couldn’t bring her best to the park in the second round against Italian Sara Errani.


Priyabrata Chowdhury

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Priyabrata Chowdhury is a tennis author for EssentiallySports. He has been a print journalist for a decade, producing news pages for leading national dailies such as the Hindustan Times and The New Indian Express. His passion for sports eventually drove him to tennis writing.