ALLURING! Serena Williams and Nike Engage in an Innovative Program

Published 08/17/2021, 3:10 PM EDT
ABU DHABI, UNITED ARAB EMIRATES – DECEMBER 30: Serena Williams of United States smiles during her Ladies Final match against Jelena Ostapenko of Latvia on day three of the Mubadala World Tennis Championship at International Tennis Centre Zayed Sports City on December 30, 2017 in Abu Dhabi, United Arab Emirates. (Photo by Tom Dulat/Getty Images)


Serena Williams has dropped a brand new collection in collaboration with Nike. The American star has launched the first collection of her new program with Nike, the Serena Williams Design Crew. Serena wants to show more of her lineage and legacy through the collection which Nike dropped today.

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The SWDC program was a coming together of Serena and Nike back in 2019 in order to promote diversity. Moreover, the program aims at producing products by giving them the Serena touch, starting from shoes to accessories.

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Nike drops the first collection of the Serena Williams Design Crew

The Serena Williams Design Crew apprenticeship program involves promoting a new generation of design talent at Nike. The program involved 10 volunteers in 2020, whereas in 2021 it involved 11. A six-month program, which began in 2020, has finally resulted in the first collection of the crew.

Nike has announced today the new collection, which involves the past, present, and future of Serena Williams and her legacy. The collection involves a wide range of shoes and apparel which celebrate Serena Williams in the purest form. Every item has Serena’s story woven into it, ranging from Serena the athlete to the style icon she is.

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LONDON, ENGLAND – JULY 07: Serena Williams (R) of the USA celebrates with her father Richard Williams after her Ladies’ Singles final match against Agnieszka Radwanska of Poland on day twelve of the Wimbledon Lawn Tennis Championships at the All England Lawn Tennis and Croquet Club on July 7, 2012, in London, England. (Photo by Clive Rose/Getty Images)

Serena mentions daughter Olympia in her collection as well

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One of the collections involves a double zero on the apparel. The “oo Williams” indicates the initials of her daughter, Olympia Ohanian’s initials on the apparel. On another apparel, the meaning of ‘love’ in tennis is also marked.

One of the pieces involves the bold West African Kente cloth with ‘S’ hidden in the pattern. To top it all off, every piece of apparel involves the personal touch of Serena, her seal of approval.

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Serena is trying to inspire the new generation even without playing. Her injury at the Wimbledon Championships has kept her off the court, however, she has found a new way of inspiring people.

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Suchit Halder

270 articles

Suchit Halder is a Tennis writer at EssentiallySports. He is currently pursuing a Bachelor's degree in Management Studies from St Xavier's College, Mumbai. With a keen interest in writing and sports, Suchit has previously worked as a content writer at Football Counter and worked with the content team for Delhi Capitals during IPL 2021.

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