Serena Williams has spent her decades-long career forging her own path—and she doesn’t plan on stopping any time soon. In her latest empowering move, the tennis legend teamed up with Bumble for the brand’s “The Ball is in Her Court” campaign, appearing in its first-ever Super Bowl commercial to encourage women everywhere to make the first move.
In the 30-second commercial (set to air during the first quarter of Super Bowl LIII on Sunday, February 3rd), Williams gives viewers a close look at her years-long journey of seizing opportunities to become the sports giant she is today. In the 60-second full-length version of the ad, Williams boldly encourages women everywhere to find their voices and use their power.
“Don’t wait to be given power,” she is heard saying as she prepares to serve on a tennis court. “Because here’s what they won’t tell you: We already have it.”
Williams, who serves as global advisor for the location-based social and dating app, teamed up with Bumble founder and CEO Whitney Wolfe Herd and even worked as the campaign’s co-creative director.
Even though the superstar athlete stressed the importance of creating her own lane, Williams says she wouldn’t be who she is today without her close friends and family. “It’s important to have strong foundations in personal relationships, whether it’s a friendship or in my case being married,” she tells People.
With Williams as the face of the new campaign, Bumble has designated Monday as “First Move Monday.” For every first move made on the app throughout the week, the company has vowed to donate to Williams’ Yetunde Price Resource Center.