Williams made headlines when she wore a sleek, black Nike catsuit at the French Opengetty images
Serena Williams has become a "branding tour de force," surpassing the "familiar roles of tennis champ or celebrity athlete," according to Ron Stodghill of ADWEEK. Williams was named Adweek's '18 Brand Visionary as she "represents products across multiple industries, from sportswear (Nike), tech (Beats) and beverages (Gatorade) to finance (JPMorgan Chase)." She is a "businessperson" and "all the rage these days, the new archetype of the modern celebrity athlete shifting away from Cool Super Jock to Impassioned Citizen of the World." However, Williams’ "latest passion" is the "world of venture capitalism." She currently has "close to 30 companies in her portfolio." Williams said, “I invest mostly in women, because I found out that women get less than 2 percent of funds raised by venture capitalists." She added, "You have to have a plan in terms of revenue, and so far we’ve been sure to meet it every month, which is important to keep the business going." Williams said that she is "'insanely involved' these days in tailoring her brand image to her interests and sensibility." She "made headlines" in May at the French Open by "sporting a sleek, black Nike catsuit, a collaboration with fashion designer Virgil Abloh." MKD Brand Management Founder & Principal Denise Kaigler said Williams is "connecting outside of tennis and Nike fans to a broader base" and also "connecting as a mother, entrepreneur and wife with everyday people" (ADWEEK.com, 11/4).
