Serena Williams Teams Up With Bumble In New Ad Campaign

“The Ball is In Her Court”.


Tennis champion and 2018’s highest-paid female athlete Serena Williams teams up with the social networking app, Bumble, for a yearlong partnership. Ads, marketing campaigns, talks, everything can be awaited from this team-up, and the launch falls on the day of the American Super Bowl in February, creating waves for female empowerment.

It’s a campaign made entirely by women about women. “The Ball is in Her Court,” urges women to make the first move not only using the Bumble app but in all aspects of life. “We are letting people know we are not afraid. We no longer want to cower. We want to stand up,” Williams tells Reuters.

Let’s quickly brush up on Bumble, which was founded by Whitney Wolfe Herd in 2014 as a dating app where women ‘take the first step’, in reality, meaning initiating the conversation (in same-sex interactions anyone can start). Then quickly progressed to Bumble BFF and Bizz to give women the power of initiation and networking across the business world and in friendship, labeling the company as “feminist” (but that is a discussion for another day).

Then Serena Williams is not new to women empowerment either. With the likes of her open letter in Porter Magazine in 2016 urging the next generations to be “bold” and pursue their dreams, and her overcoming of racial, and gender pay gaps because of a long career in Tennis, Williams had eyes on her for the past 15 years.

Making Bumble and Williams a match made in female empowerment heaven.

“I would not be where I am today had I let the fear of making the first move hold me back,” she told Reuters. She speaks from experience and so does Whitney Wolfe Herd who was “ridiculed for her initial idea when starting up Bumble, while now Forbes values the company for $1 billion. It is an asset to the advertisement in resonating better with the public when real life challenges are presented to promote social change. Will we all be tennis champions? No. Will we all end up with a 1 billion company? Might not. But we sure like to know that we can and that we do not have to sit and watch but actually play a role in shaping our lives and society.

The format of the campaign is not yet revealed, whether it’s a TV ad, an online video, big billboards or all of these, we know it is going to be big and we are waiting to see.

Top image source: Time Magazine

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