Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

Serena Williams Going With Unique Look From Nike For U.S. Open

Williams' ensemble will consist of a black one-shoulder dress featuring Abloh’s signature quotation graphicNIKE

Serena Williams since her pro debut in '98 has "easily remained one of the best dressed players on the tennis circuit," but this year she is "really upping her game with a special U.S. Open ensemble,” according to Steff Yotka of VOGUE. Williams U.S. Open attire -- designed by Virgil Abloh for Nike and dubbed “The Queen Collection” -- consists of a “black one-shoulder dress with Nike’s logo, accompanied by Abloh’s signature quotation graphic -- this one reads Logo -- with a full tulle skirt." Williams will "play in a pair of customized NikeCourt Flare sneakers and sport an Abloh-designed jacket while off court." If this is "good news for Williams, Abloh, and tennis on the whole -- it’s even better for fans." A limited edition of Williams’ dress, jacket, and two Nike The Ten sneaker styles inspired by her look “will be available at select Nike locations" in the U.S. in late August. Abloh in an email wrote, “This is very far from a design-by-numbers project. As you can tell by her personality in her play, she’s very much involved in her aesthetic. She has a level of creativity with how she expresses herself in terms of clothing in any event, so I made everything with her logic in mind. We traded images and there was a lot of back-and-forth to get this done in short order” (VOGUE.com, 8/13). For the Queen Collection, Nike sent a body form designed specifically for Williams’ figure to Italy to explore options with materials, then it was flown back to Indian Wells, Calif., where Williams could pick the features of the dress that spoke to her (Nike).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2018/08/14/Marketing-and-Sponsorship/Serena-Nike.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2018/08/14/Marketing-and-Sponsorship/Serena-Nike.aspx

CLOSE