NIKE X SERENA WILLIAMS DESIGN CREW

In 2019, Nike and Serena Williams partnered to create the Serena Williams Design Crew (SWDC), a design apprenticeship program at Nike created to promote diversity in design and establish a new generation of design talent at Nike and beyond. The program was inaugurated in 2020 and is now in its second year.

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SUPPORTING WOMEN ATHLETES

Serena Williams shares Nike's belief that the future of sport is creative, inclusive and unlimited in
possibility. The Serena Williams Design Crew embraces this possibility, designing for a more
inclusive and equitable design industry at Nike and beyond. 

 

Across communities, Nike is investing in a more equal, inclusive and active future. In FY20,
Nike invested $89.8M in community impact, with support for grassroots organizations doing
important community work, like Black Girl Ventures, an organization providing access to capital
and support systems for Black and Brown women-identifying business founders.

THE COLLECTION

The inaugural SWDC collection reflects Nike’s approach to encoding deep meaning into the products it creates for athletes*: every design decision, down to the smallest details, was made with Serena in mind. Exploring lineage and legacy through her past and present — as well as the future she’s influencing — the collection connects sport and culture while drawing upon 90s nostalgia: the era of Serena’s teenage years as well as her professional tennis debut. Think bold shoulders, a fluid sense of proportion alternately fitted to the body and voluminous, and silhouettes that lend themselves to layering and individualized style expressions.

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Prints and graphics are in the service of storytelling — extending all the way to the customized packaging. A double zero motif signifies both love in tennis and Serena’s daughter’s initials while a dynamic allover geometric print pays homage to the woven patterns of West African Kente cloth, with a “S” for Serena subtly embedded in the design.

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