Nike follows a young Serena Williams' path to the U.S. Open

Wieden & Kennedy blends old and new footage for tournament-focused spot

By I-Hsien Sherwood. Published on Aug 27, 2018

Editor's Pick

Serena Williams is arguably the greatest tennis player of all time, man or woman--just ask 20-time Grand Slam winner Roger Federer.

But Williams' dominance of the sport didn't come easy. Her painstaking training began early, not at Swiss academies like many of the world's top players, but on public courts in Compton, coached by her father. A new spot for Nike from Wieden & Kennedy seamlessly merges archival footage of a young Williams and her father on those courts with scenes of the adult Williams in action. "Be tough, just like you want to win," says Richard Williams in a voiceover. "Just like you're at the U.S. Open."

Serena Williams made it to the U.S. Open, and won the tournament six times--so far. This week, the competition in New York City begins again, and Williams is there, looking to tie Australian Margaret Court's record with a 24th Grand Slam win (and what would be her first after giving birth late last year).

The Nike spot will run on ESPN during the first two rounds of the U.S. Open, which begins Monday. It's part of a summer-long celebration of the 30th anniversary of Nike's iconic "Just Do It" tagline.

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Aug 27, 2018
Wieden & Kennedy Portland
Creative Director:
Alberto Ponte
Creative Director:
Ryan O'Rourke
Creative Director:
Chris Groom
Creative Director:
Antony Goldstein
Adam Tetreault
Art Director:
James Moslander
Director of Production:
Matt Hunnicutt
Director of Production:
Mike Davidson
Executive Producer:
Molly Tanen
Kacey Klonsky
Katie McCain
Strategic Planning:
Zack Kaplan
Business Affairs:
Rylee Millerd
Account Team:
Anna Boteva
Account Team:
Carly Williamson
Account Team:
Kate Rutkowski
Account Team:
Luiza Prata Carvalho
Account Team:
Simone Jackson
Account Team:
Vanessa Miller
Media/Comms Planning:
Reme DeBisschop
Media/Comms Planning:
Stephanie Campbell
Media/Comms Planning:
Vivian Zhang
Creative Manager:
Shannon Hutchinson
Studio Manager:
Alicia Kuna
Studio Designer:
Jamon Sin
Broadcast Traffic Manager:
Tim Bell
Broadcast Traffic Manager:
Maria Hernandez
Editorial Company:
Peter Wiedensmith
Assistant Editor:
Kristy Faris
Post Producer:
Kathleen Russell
Post Executive Producer:
Leslie Carthy
Finish Company:
Color Grade:
Jasmine Vazquez
Flame Artist:
Pilon Lectez
Flame Artist:
Kevin Alfoldy
Flame Artist:
Aurelien Patureau
Post Executive Producer:
Alex Thiesen
Music and Sound Company:
Noah Woodburn
Mix Company:
Noah Woodburn
Audio Assist:
Natalie Huizenga

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