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Creative

Nike and Wieden+Kennedy Proclaim Serena Williams the ‘Greatest Athlete Ever’

U.S. Open spot from ‘Unlimited’ campaign is inspired by post-Wimbledon win interview

Nike and Wieden+Kennedy Proclaim Serena Williams the ‘Greatest Athlete Ever’

Upon winning the 2016 Wimbledon Women’s Singles in July, Serena Williams was asked by a reporter how it felt to be ‘one of the greatest athletes of all time’. Her answer? “I prefer the words ‘one of the greatest athletes of all time’”, highlighting the sexism that still plagues sports and the media.

Nike has released a new spot as part of its ongoing ‘Unlimited’ campaign by Wieden+Kennedy, inspired by the comments of Williams. The one-minute film is a condensed version of Williams’ career, using just a select few on-screen words before proclaiming her the ‘greatest female athlete ever’ before striking away the female. 



Within the YouTube information, Nike has listed the inspiration for each piece of on-screen text:

- Compton - Serena Williams swung her first racket at the age of three in Compton, California, soon after her family moved from Michigan.

- Sister, Outsider - Along with her sister, Williams proved that precocious talent always trumps preconceptions.

- Pro - Williams turned pro in 1995, when she was 14. 

- #304 - Two years later, with a ranking of 304, she beat two top-ten opponents and became the lowest-ranked player in history to achieve this feat. 

- winner - In 1999, she claimed her first slam and rose to number four.

- top 10 - The following two years, for the first time, she ranked in top 10.

- paris, london, new york - In 2002, Williams took Paris, London and New York — plus the number one ranking.

- melbourne - A 2003 victory in Melbourne solidified her first “Serena Slam.”

- injured - Injury briefly derailed William’s game but never her drive. She dropped to number 139 in 2006, struggled with confidence and critics labeled her obsolete.

- struggling - Williams responded by winning Melbourne in 2007, as an unseeded player, completing the year among the sport’s top ten. 

- #169 - After another bout of injury she declined to 169, but quickly battled back and resumed her ascent

- done, comeback, focused - In 2013, she became the oldest player ever to earn the rank of number one.

- #1 - Williams held the top spot through 2014 – the second woman to retain it for a full year – and took her sixth title in New York.

- legend - Today, she is revered as the greatest and her influence transcends the game of tennis.

Category: Clothing/fashion , Sports

Genre: Documentary