Serena Williams, for her opening U.S. Open match outfit, worked with fashion designer Virgil Abloh "in a collaboration with Nike," while her "gear bag (with the words AKA Queen) and limited edition shoe completed the ensemble," according to Sandra Harwitt of USA TODAY. Williams arrived at Arthur Ashe Stadium "wearing a black leather biker jacket ornamented with white stitching." Her playing attire consisted of a "black one-shoulder silhouette dress, with the other shoulder a thinner brown material, and a tulle skirt." Meanwhile, Williams said that the catsuit she wore at the French Open was "compression-styled design to ward off blood clots." But she now "dons special fishnet tights to combat the problem" (USATODAY.com, 8/28). In Dallas, Jamie Knodel noted Williams' U.S. Open outfit was a "statement-making, one-shouldered dress that celebrates her love of dance and ballet with a tiered, tulle skirt that creates a tutu effect" (DALLAS MORNING NEWS, 8/28).
STAR POWER: AD AGE's I-Hsien Sherwood noted Nike yesterday released a new spot via Wieden + Kennedy that "seamlessly merges archival footage" of a young Williams and her father, Richard, with "scenes of the adult Williams in action." The spot, timed with the start of the U.S. Open, "will run on ESPN during the first two rounds." It is "part of a summer-long celebration of the 30th anniversary of Nike's iconic 'Just Do It' tagline" (ADAGE.com, 8/27). GLAMOUR's Emily Wang wrote the Nike ad -- entitled "Voice of Belief" -- will "give you both goosebumps and teary eyes" (GLAMOUR.com, 8/27). SI.com's Charlotte Carroll noted the Nike release comes after Chase last week "released a video about her 'comeback' that Williams said to not call a comeback" (SI.com, 8/27).
WE'VE GOT THE BEATS: THE SOURCE's Shawn Grant notes Beats by Dre is also activating around Williams' U.S. Open return with a new ad featuring rappers Nas and Nicki Minaj. Nas acts as narrator, describing a "conflict" over whether Williams is a mom or athlete. The ad "receives a score" from Minaj’s single “Majesty,” and it dubs Williams the “Queen of Queens.” Minaj closes the ad by saying, “Now watch the Queen conquer” (THESOURCE.com, 8/28).
Hold the court, our Queen has arrived. #SerenaWilliams @NICKIMINAJ pic.twitter.com/gtjPHxDncJ
— Beats By Dre (@beatsbydre) August 27, 2018
