When It Comes to Causes She Believes In, Serena Williams Is Not Here for the Status Quo

The tennis superstar is intent on making change happen

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Beyond her work with established brands, Williams channels considerable energy into effecting change, and her fashion line, Serena, is the most recent, and tangible, example. While other marketers use female empowerment as an angle to enter the zeitgeist, Serena is premised on the concept.

“As women, we’re expected to do everything,” Williams explains at serenawilliams.com, where the price points are as inclusive as the sizes. “As an athlete, an entrepreneur, a daughter, a sister, a wife and now (wow!) a mother, I know it’s not always about perfection, but being prepared for whatever life throws in your direction.”

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This story first appeared in the November 5, 2018, issue of Adweek magazine. Click here to subscribe.