Serena Williams is aiming to empower women on the dating scene as part of a new campaign for Bumble.
The tennis pro has joined forces with bosses at the company, a dating app in which women send the first message to potential romantic partners, for 2019 campaign The Ball is in Her Court.
As part of the venture, the 37 year old is helping to promote the brand’s mission to inspire women around the world to feel powerful.
“In my life, I can confidently say that I would not be where I am today had I let the fear of making the first move hold me back,” Williams said in a statement. “Like (Bumble founder) Whitney Wolfe Herd, I am a firm believer in striving to achieve greatness, as every single one of us holds the power to write our own stories.
"I look at my daughter and know it is my duty to pave a powerful path for her, and, as Bumble’s Global Advisor, I can encourage her and women everywhere to think like a champion, define their lives and ultimately, embrace the power we have within.”
While it is unclear how Williams is set to represent the app, reps for Bumble hinted she may appear in a Super Bowl ad, highlighting the campaign, next month (Feb19).
In a press release, the Bumble bosses state: "the partnership will go live during one of the most watched cultural moments worldwide, Super Bowl LIII on Feb. 3."
“Partnering with Serena Williams has been a dream of mine since we launched Bumble, as she is one of the most inspiring women in history and a shining example of someone making the first move in all facets of her life,” said Wolfe Herd. "She is a role model, a mom, an entrepreneur and a fierce athlete. She is the epitome of strength, integrity, kindness, empowerment and everything Bumble stands for.”