The partnership between Serena Williams and Nike is one of the most iconic collaborations in sports history. Known for her power and style on the court, Serena’s journey with Nike began in 2003, following her exit from a long-standing contract with Puma. At the time, top sports brands were vying for her endorsement, and Nike ultimately won her signature with a six-year, $60 million contract—a record-breaking deal that would be the foundation for one of the most memorable brand-athlete partnerships in sports.
Over the years, Nike and Serena have celebrated milestones together, marking their relationship with unique and sometimes surprising gestures. Recently, Serena received a heartfelt gift from Nike that stirred a mixture of joy and nostalgia. In a video shared online, she was thrilled as she opened a Nike box filled with tiny, custom-made outfits for her younger daughter, Adira. “Wait a minute, wait a minute, what’s this? This looks like something fun. This is so cute!” she said, her excitement palpable. However, there was a touch of sadness too; with a smile, she added, “Oh, my gosh, Adira is going to go nuts… she’s so tiny, that won’t fit her,” hinting that her baby girl might not yet be ready for these mini Nike outfits. But Williams appreciated the gesture, chuckling at the thought of Adira growing into the fashionable attire.
This recent gift isn’t the first time Nike has made Serena and her family feel special. In February 2024, the brand sent her a set of custom sneakers designed for Serena, her husband Alexis Ohanian, and their older daughter Olympia. Each pair had the recipient’s name emblazoned alongside the iconic Swoosh, adding a personal touch. Olympia’s shoe size, however, sparked a surprised comment from Serena. “Nike, when did Olympia Ohanian get so big???” she joked, marveling at how fast her daughter seemed to be growing up.
This kind of personalized treatment has been a hallmark of Nike’s commitment to Williams, whose journey with the brand has been anything but ordinary. The bond is more than just business; it’s a creative and supportive relationship built over years. In 2023, Nike commemorated the birth of Serena’s second child, Adira, with an adorable package full of tiny shoes and outfits, and Serena shared her appreciation with fans on social media. “Look at all this stuff for baby Adira,” she captioned an Instagram story. “I really love the little Nike shoes… just always so sweet.”
The partnership began with a shared vision and developed into a revolutionary journey. Nike extended its original contract with Serena in 2013, signing her to a $40 million, five-year deal that included incentives for each Grand Slam title and world No. 1 ranking. Then, in 2019, Nike launched the Serena Williams Design Crew (SWDC), a unique design apprenticeship program aimed at nurturing young designers from diverse backgrounds. This initiative reflects both Serena’s and Nike’s dedication to opening doors for underrepresented voices in fashion and sports, giving them an international platform.
Serena’s impact on fashion through Nike began as early as the 2004 NASDAQ 100 Open, where she debuted her first custom-designed outfit by the brand: a bold corset that fused her personal style with athletic wear. She later reflected on her debut collaboration with Nike, recalling how she told them, “I’m really into looking really good on the court. I don’t have to be very comfortable.” Her untraditional choice set the stage for a groundbreaking era in tennis fashion.
At the 2004 US Open, she turned heads in a studded black dress paired with gladiator-style boots, combining a pleated skirt and matching top that brought a biker-chic flair to the court. Another memorable look followed, with a denim skirt and a black tank top—outfits that were more than just sportswear but statements that transcended tennis. She continued this fashion-forward approach in 2016, wearing a bold crop top and pleated skirt against Maria Sharapova at the Australian Open. Serena later revealed that this outfit was inspired by her desire to blend “pop culture” with tennis, demonstrating her belief that athletic wear could also make powerful cultural statements.
Then came the famous black catsuit at the 2018 French Open, a look that Serena described as empowering. “I feel like a warrior in it,” she remarked, likening herself to a superhero on the court. Later that year, at the US Open, she donned a ballerina-inspired ensemble designed in collaboration with Nike and Off-White’s Virgil Abloh. This piece resonated with both the audience and critics, blending the worlds of high fashion and tennis in a way that had rarely been seen before. Her outfit choices continued to push boundaries, and in the 2021 Australian Open, she appeared in a striking, color-blocked, one-legged catsuit inspired by track legend Florence Griffith Joyner, also known as Flo-Jo. Serena commented, “Flo-Jo was a wonderful track athlete, an amazing athlete when I was growing up,” emphasizing her admiration for trailblazers who dared to be different.
Nike’s unwavering support also came through in Serena’s final tournament appearances, where she sported a skater-inspired look, embracing her playful side while maintaining her signature boldness. This outfit was not just a final look but a tribute to their shared journey. Serena’s partnership with Nike has become a mutually beneficial relationship that goes beyond sports, expanding into philanthropy, fashion, and cultural influence. For Nike, aligning with Serena Williams has strengthened its brand in women’s sports and global markets, elevating its status as a brand that champions individuality and strength.
Through this collaboration, Serena has shown the world that tennis players can be both fierce athletes and style icons. Her partnership with Nike not only marked new territory for tennis fashion but also challenged the status quo, proving that athletic wear can be glamorous and expressive. Serena Williams’ legacy with Nike is a testament to the power of creative collaboration and shared vision, showing how two titans of their respective fields came together to create something unforgettable.