Nike Celebrates Serena In US Open Spot
Nike grabbed a large share of the US Open conversation as the Grand Slam tournament got underway at Flushing Meadow over the weekend.
The sportswear giant seized the moment to celebrate its ambassador Serena Williams, who is returning to the tournament this year following the birth of her first child.
A new Wieden & Kennedy-created spot was launched to coincide with the 23-time Grand Slam winner’s first-round match in the New York event.
It documents Williams’ rise to the top, blending archive footage of the young player and her father practicing in Compton, with images of the adult star in action.
The ad forms part of Nike’s 30-year anniversary celebration of the brand’s “Just do it” tagline.
It follows the departure of its longtime tennis ambassador, 20-time Grand Slam winner Roger Federer, who announced a new clothing deal with Uni Qlo earlier this year.
Williams is seeking a record-equalling 24th Grand Slam victory in New York, to tie the total achieved by Australia’s Margaret Court.
Live UK coverage of the US Open is exclusively available on Amazon Prime, following a landmark rights agreement.
The OTT platform, which also acquired its first UK Premier League rights this year, is promoting the tournament with a campaign that includes its Alexa tool.
The AI assistant is primed to answer a range of tennis queries.
