The typical path of the superstar athlete turned product endorser is to land some choice deals and appear in ads that work hard to offend no one and try hard (sometimes too hard) to make people laugh. The bond between the brand and the athlete is temporary and born of convenience; there’s no true alignment. But the path of Serena Williams is not typical. The legendary tennis champion has associated herself with brands that, like her, are unafraid to go there.
This story first appeared in the November 5, 2018, issue of Adweek magazine. Click here to subscribe.
