How Serena Williams Became a Branding Tour de Force With Fierce Ambitions Far Beyond the Court

The tennis superstar is Adweek’s 2018 Brand Visionary

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Serena Williams’ signature move has always been to display grace under pressure, to pivot away from the mundane toward the metaphysical, to plant her feet firmly in her most inspired authentic self. And so it came as no surprise that a couple of days after her disappointing loss to Naomi Osaka at the 2018 U.S. Open, she seemed remarkably unfazed by all the drama that had unfolded some 48 hours earlier. As she sat for a photo shoot and interview with Adweek in a Hell’s Kitchen loft in Manhattan, this year’s Brand Visionary thoughtfully reflected on her victories off the court.

“I just feel like sometimes, for whatever reason, anything that I do gets amplified, and so I use it for my brand,” Williams says.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in