Nike’s tribute to Serena Williams is an emotional story that tells us about the legacy left by the tennis player.
Serena Williams retires. After 27 years, the Michigan tennis player has decided that, at 40 years old, it is time to face new challenges after losing her US Open third round match against Ajla Tomlijanovic. Considered the best player of all time, she has won 23 Grand Slams and is only one short of the historic Margaret Court.
To celebrate it, Nike has made an advertising spot where it highlights the impact that the tennis player has had through her attitude and demonstrations.
“Serena Legacy” is the title of Nike’s tribute to Serena Williams. It is made by the Wieden+Kennedy agency, which leaves us its seal of quality to explain the history of the tennis player.
A succession of images that take us from his first steps in the Compton neighborhood in Los Angeles to his achievements in the great tournaments of the ATP circuit. The voiceover speaks of his greatness, will and quality as an athlete, overcoming the many obstacles he has suffered during his career such as racism and machismo.
Nike’s tribute to Serena Williams follows the trend of the brand’s latest tributes to its athletes. And it is that, after more than 50 years of history, Nike’s stars are being withdrawn. And it is not for less, since Serena Williams had 20 years of sponsorship with the brand.
According to Tanya Hvidak, Vice President of Women’s Sports Marketing at Nike: “What Serena has been able to do is beyond results. Obviously that has given her a platform, but her legacy will be her commitment to many other issues and her ability to show other facets of herself, for example as a mother or as an advocate for designers interested in diversity”.
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