Serena Williams’ Nike Design Crew Champions Diversity
Images: Nike
Two years ago, Nike and global tennis phenomenon Serena Williams shook hands over an ambitious new six-month apprenticeship program called the Serena Williams Design Crew (SWDC). The yearly program is an initiative to change the design world from within by giving underrepresented designers a chance to shine. With the help of Parsons School of Design, NY Fashion Institute, and Harlem’s Fashion Row, Nike handpicked 10 emerging talents from NYC to create a collection fit for Serena herself. Each apprentice had a specialty of their own; some were experienced in graphic design, others had strengths in textiles or mixed media. The apprentice team were tasked with creating pieces that suited Serena on and off the court; lifestyle and performance numbers with four sneakHER designs. The second year apprentices all hail from Chicago and are currently working on new designs during the first collection’s release.
The first collection from the SWDC was finally unveiled earlier this week. Fiery red and orange hues, Kente cloth inspired patterns, and throwback 90’s cuts make each apparel piece within the collection stand out. The individualization lies in the details; there’s even an “S” shaped pattern that nods to Serena’s name. Gold eyelets pop on the three sneakHERS featured in the wardrobe, a reminder of Serena’s legacy and that gold medals are always up for grabs (should you dare to reach for them).
This first round of the SWDC apprenticeship program is showing the fashion industry that true diversity in the workplace starts from the inside out. Following the program, 7 of the 10 designers from this team have accepted full-time positions at Nike. Diversity doesn’t have to be an abstract idea for companies to hope to achieve. It can be an action.
“I would go into design meetings and they weren’t always the most diverse places,” says Serena in this Meet the Crew video. “That needed to change.”
And change it shall.
Check out the design crew and the inspiration behind the project below:
WHERE CAN I GET THE NIKE + SERENA DESIGN CREW FIRST COLLECTION?
The brilliant SWDC1 collection will be dropping September 1 at the online Nike store during the 141st U.S. Open, where Williams will be competing for her 24th grand slam singles title. Stay tuned as we keep this on our release radars.
The Nike Court Legacy sneakers in both colorways will be $80 USD each while the Nike RYZ 365 2 and the Nike Air Max Koko will be $85 USD and $110 USD, respectively.