The first collection from the Serena Williams Design Crew (SWDC) will hit the market in fall 2021. The collection, which includes clothing, shoes, and accessories, was designed by the new SWDC design team, consisting of 10 designers from diverse backgrounds.
Below, Serena explains some of the values that guide the program, describes the qualities she sees in the trainees, and emphasizes why diversity is important—not just for the future of design, but for the future itself.
“Sports is perhaps one of the most diverse communities we have in this world. And the best version of sports is always the one that’s open to everyone. Sports inspire me, and I hope I can inspire others through them as well. That’s where I’ve seen that the Serena Williams Design Crew can make a difference.
With Nike, I’m bringing my love of sports and design together and working to create more inclusive and equitable communities, while inspiring new generations to get excited about sports and pursue their dreams.
I’ve always surrounded myself with people from different backgrounds, cultures, and walks of life. I know the value of diversity—it makes us better. When you have diversity, you discover new perspectives, which lead to new ideas and, ultimately, better results.
In sports and in design, I always strive to achieve the best possible result. And that goes for Nike, too. That’s why I’m so proud of our partnership through the Serena Williams Design Crew program and the opportunities we’re creating together."
"Representation is important. I believe that visibility—simply seeing what’s possible—is one of the biggest drivers of change. The idea for the Serena Williams Design Crew came from conversations I had with Nike about how we could work together to increase diversity in the design field as a whole. I wanted everyone to be seen, and Nike worked with me to make that happen.
How would I describe the program we developed? This program is an opportunity for people who might otherwise never have had the chance to design for the world’s largest sports company. I hope this helps these designers advance in their careers and in their lives. And I hope that their experiences will inspire others to see themselves in the world of design as well.
When I walk into a design studio, I want to see everyone sitting at the table: someone who looks like me, my father, my husband. I want the designers who work with me to know that their experiences are valuable, that their skills are genuine, and that their voices are heard and respected. That’s also the future I want for my daughter.”
"The interns have so many qualities that I see in myself. They’re passionate. They’re perfectionists. During design meetings, they keep asking, ‘Is it good enough?’ They go above and beyond.
Now our first collection is being unveiled to the world. It’s a bit surreal.
Valuing diversity doesn’t just mean we have to change the current situation. It’s about changing the future. As we say in our manifesto: We want to inspire and engage the most inclusive and accepting generation the world has ever seen. And we can only be what we can see."
Juan Huerta, Graphics
"Woven labels represent a certain kind of excellence in footwear and apparel," says graphic designer Juan Huerta.
"So Sheena and I designed a woven label for Serena that incorporates the classic NikeCourt logo. The 10-4-1 numbering system pays tribute to the group’s work—10 designers for one athlete, 10 designers for one collection."
Mika Osoro, Footwear Materials:
“I thought about how the word ‘Impact’ perfectly describes both Serena’s influence and the impact of the material choices,” says Osoro. She’s talking about the NikeCourt Legacy AC, which will be released in the Fall/Winter 2021 collection.
"I used a woven polyester jacquard for the upper. The secondary material was recycled, woven polyester. It reminds me of lightweight denim, so I used that material for the tongue."
Toussaint King, Footwear Design
“I actually wanted to steer clear of tennis with this model, because Serena is so much more than that,” says King about his Koko Sandal. “I manipulated the upper and incorporated some of the cutouts used throughout the collection.”
As I was refining the silhouette, the word ‘Ascension’—meaning ‘ascent’—came to mind, so I equipped the silhouette with a large, exaggerated Max unit."
Sheena Wong Shue, Graphics:
“In everything we’ve created, the stories have been told through two themes: heritage, which encompasses Serena’s past and present, and utopia, which represents the future she is currently shaping,” says Wong Shue.
Here she is showing a jacket from the collection with an all-over print. “We wanted to create a modern, clean, and futuristic pattern that also conveys a sense of integration and progress.”
Emiko McCoy: Performance Apparel:
“When we thought about Serena’s teenage years, we drew inspiration from the nostalgia of the 1990s,” says McCoy.
Here, she showcases an asymmetrically cut long-sleeved top and double-layered tights from the collection. “We translated this into performance wear and focused on the proportions to visualize elements of Serena’s game, such as the flow of her serve.”
Sandra Cruz: Apparel Color:
“Now is an important time to explore skin tones,” says Cruz, who is presenting the all-over-print tennis jumpsuit here.
"We wanted to ensure that the colors we use complement all different skin tones, which helps inspire broader ideas of diversity and inclusion."
Photos via Nike
