Williams' legacy has made an impact on and off the court, and her 27 years on tour have proven the icon to be one of the all-time greatest athletes in the ...
But that was Court One at Wimbledon against a novice and this was a sold-out Arthur Ashe Stadium against the player she had grown up admiring. From the ...
Williams suffered a third-round loss to Ajla Tomljanovic at the US Open; 40-year-old is expected to retire from competitive tennis, having won 23 Grand Slam ...
Her last match — at the U.S. Open and probably of her career — was a gutsy display of the power and resilience that have kept fans cheering for nearly 30 ...
She never had won a third-round match at Flushing Meadows until Friday. She has yet to win so much as one quarterfinal match at any major tournament; her big ...
Emotions full ground as Serena Williams wave bye-bye to di US Open - and her ogbonge career - afta she lose to Australia Ajla Tomljanovic on a trilling ...
Williams, who turns 41 later this month, bowed out of the US Open in the third round - having confirmed before the tournament that it would be her last.
Serena Williams is expected to hang up her tennis racket for good after defeat at the US Open and some of the biggest names in history of sport have rushed.
NEW YORK, USA, Sep 3 - Serena Williams went from learning tennis on public courts in a notorious American gangland neighborhood to becoming a superstar Get ...
Serena Williams of the United States reacts in the third set against Ajla Tomlijanovic of Australia during their Women's Singles Third Round match on Day ...
US player Serena Williams celebrates after defeating Montenegro's Danka Kovinic during their 2022 US Open Tennis tournament women's singles first round ...
NEW YORK, USA, Sep 3 - Over a career which stretched to more than a quarter of a century, Serena Williams's on-court outfits were often as eye-catching as ...
Twenty-seven years on the professional tour, 23 grand slam singles titles and a plethora of records; Serena Williams is leaving tennis as one of the ...
Serena Williams' illustrious tennis career has come to an end after she lost to Ajla Tomljanovic 7-5 6-7 (4-7) 6-1 in the third round of the US Open.
Serena Williams' illustrious tennis career has come to an end after she lost to Ajla Tomljanovic 7-5 6-7 (4-7) 6-1 in the third round of the US Open.
Williams gave away leads in each set, including the last, in which she was up 1-0 before dropping the final six games.
“It is a little soon, but I’m also happy because, I mean, this is what I wanted, what I want.” Open’s third round of singles competition, including reaching at least the semifinals in her most recent 11 appearances in New York. He was the central figure in the Oscar-winning film “King Richard,” produced by his daughters. She would win her first major trophy 12 months later at the U.S. Williams let a 5-3 lead vanish in the first set. Billie Jean King, a Hall of Famer with 39 total Grand Slam titles across singles, doubles and mixed doubles, raised her cellphone to capture the scene. She did something similar in the second, giving away edges of 4-0 and 5-2, and requiring five set points to finally put that one in her pocket. That’s that’s just who she is: She’s the greatest of all time. And what she’s done for me, for the sport of tennis, is incredible,” said Tomljanovic, who has never been past the quarterfinals at any major. ... (But) I’m ready to be a mom, explore a different version of Serena,” she said. Open in the third round by Ajla Tomljanovic 7-5, 6-7 (4), 6-1 on Friday night in what is expected to be her final contest. “I’m so grateful to every single person that’s ever said, ‘Go, Serena!’ in their life.”
Analytics, scouting first-time opponents, additional coaching input, new footwork drills and treating doubles like practice — so far it's adding up to ...
Williams, who lost possibly her last match on Friday night, made herself felt beyond the game as arguably no player ever has.
When it was over, Venus hugged her downcast sister at the net and said, in her ear, “I love you.” Try forgetting that. I wasn’t there in 2001, when Serena, playing her older sister Venus, anxious and unable to settle in—as she often was against Venus—made batches of unforced errors and lost her second U.S. Even before I was born, it was what I was meant to do and what I was supposed to do and what was chosen for me.” The Times sent a reporter to an obscure tournament in Canada in October, 1995, to cover her first professional match—which she lost badly, to an eighteen-year-old American named Annie Miller. In the seventh game of that set, Serena crushed a return winner to break Andreescu’s serve; then she held her own serve; then she broke Andreescu’s serve again and held once more to even the set at 5–5. There was also, a year later, Serena’s [final](https://www.newyorker.com/sports/sporting-scene/in-her-us-open-victory-bianca-andreescu-shows-the-swagger-that-serena-williams-brought-to-womens-tennis) against Bianca Andreescu, in which she dropped the first set, and fell behind five games to one in the second. The last ball she hit was a forehand into the net, and it was likely the last ball she will ever hit on the women’s tour—she announced, in August, that she was “evolving away from tennis,” and the understanding was that the U.S. As dominant a player as she was—the most dominant the sport has seen—her struggles were also numerous, and absorbing, and, sometimes, spectacular enough to become indelible. She would go on to lose the set, 5–7, and the match, and her last real shot at a twenty-fourth major—but not before driving those on hand to cheer for her to raucous delirium. Serena has played in the main singles draw at the U.S. To be a fan of any athlete is to know the ending and to begin processing it before it arrives. For certain stretches, such as the first games of the second set, Serena struck aces and open-stance backhands and swinging volleys as if time—and giving birth to a daughter, five years ago—had taken nothing from her game. It was Daniel Kahneman, with the American psychologist Barbara Fredrickson, who recognized that, in what and how we remember, there tends to be a cognitive bias at work.
Serena Williams thanked her parents as well as her older sister, Venus, in a post-game interview following what was likely her final match in her solo ...
"It’s been an honor to watch your journey, to watch you conquer all of the goals that you ever set out, to see you break records, to see you just be amazing and transcendent not only on the tennis court, but also off.” “It’s been really hard on her, my career, so it’ll be nice to just do that and spend some time with her and do things that I never really have done or had an opportunity to do. Many reporters also asked the question on everyone’s mind after she announced in “It takes a lot of work to get here. "I wouldn't be Serena if there wasn't Venus," she said. "But it all started with my parents, and they deserve everything, so I'm really grateful for them."
Iki gihangange mu mukino wa tennis yahagurukiwe n'abantu mu kumuha icyubahiro, mu gihe yerekeje mu kiruhuko, asoza imyaka 27 yageze ku bikorwa bikomeye.
Mana yanjye we, mu myaka za mirongo. Si ko mbitekereza [si ko mbyibaza], ariko ntiwamenya". Serena Williams yapepeye asezera irushanwa rya US Open - ari na ko asezera ku gukina tennis guhebuje kwe - mu bihe byaranzwemo imbamutima nyinshi nyuma yo gutsindwa n'Umunya-Australia Ajla Tomljanovic i New York mu ijoro ryo ku wa gatanu.
Right down to what were, barring a change of heart, the final minutes of her quarter-century of excellence on the tennis court, and an unbending ...
“It is a little soon, but I’m also happy because, I mean, this is what I wanted, what I want.” Open’s third round of singles competition, including reaching at least the semifinals in her most recent 11 appearances in New York. She would win her first major trophy 12 months later at the U.S. Billie Jean King, a Hall of Famer with 39 total Grand Slam titles across singles, doubles and mixed doubles, raised her cellphone to capture the scene. He was the central figure in the Oscar-winning film “King Richard,” produced by his daughters. Williams let a 5-3 lead vanish in the first set. She did something similar in the second, giving away edges of 4-0 and 5-2, and requiring five set points to finally put that one in her pocket. … (But) I’m ready to be a mom, explore a different version of Serena,” she said. That’s that’s just who she is: She’s the greatest of all time. And what she’s done for me, for the sport of tennis, is incredible,” said Tomljanovic, who has never been past the quarterfinals at any major. Open in the third round by Ajla Tomljanovic 7-5, 6-7 (4), 6-1 on Friday night in what is expected to be her final contest. “I’m so grateful to every single person that’s ever said, ‘Go, Serena!’ in their life.”
Pure grit and scintillating play – Williams's curtain call against Ajla Tomljanović demonstrated how she changed all sport for ever.
She had a magical run, she played brilliantly at times, she reminded everyone of the qualities that have made her a legend. It turns out, not too surprisingly, that Williams has a decent nose for an investment: she has so far funded 16 “unicorns”, companies valued at more than $1bn. “She doesn’t want anything to do with a boy,” says Williams – and Serena, the youngest of five sisters, doesn’t want to deny her that. The first to pay homage to Williams was a shell-shocked Tomljanović, who said before the match that she planned to play in earplugs to drown out the partisan support. But on Friday night, it was also clear that she felt a small pang of regret: how much deeper could she have gone if she’d started practising a little earlier? “Surreal” was a spot-on description for the evening, which started for a UK audience at midnight and culminated after 3am. Williams won her first grand-slam title, aged 17, in a different century: the US Open in 1999. She thanked her dad Richard, and her mum Oracene, who was the only person in the stadium not losing their mind, and may even have been having a nap at times. Current players, from Naomi Osaka to Coco Gauff to Emma Raducanu, spoke powerfully about how she paved the way for them, and She prefers to say that she is in “transition”, although she’s well aware that’s a sensitive concept in 2022, so generally when she’s asked about what’s next for her, Williams settles on “evolution”. Williams often jokes that she is the “world’s worst” at goodbyes, but on court, after the match, she did a pretty terrific job. [Williams lost an exhilarating, excruciating third-round match](https://www.theguardian.com/sport/2022/sep/02/serena-williams-ajla-tomljanovi-us-open-tennis-third-round-retirement) at the US Open to Australia’s Ajla Tomljanović.
Following is reaction to Serena Williams' defeat by Australia's Ajla Tomljanovic at the U.S. Open on Friday, likely to be the last match of the 23-times ...
When the 23-time major champion says she's retiring, maybe it's time to believe her – and for her to believe herself.
It was a weight only redoubled by the two strikes against her in American society: being born a woman and being born black. Then a fourth, then a fifth as the match extended past the three-hour mark. Other than winning the whole tournament, it was the perfect way to go out: 15 minutes of pure fight. When Williams won her first of 23 grand slam titles at the 1999 US Open as a 17-year-old, her road to the trophy included five opponents who one day would end up in the Hall of Fame: Kim Clijsters, Conchita Martínez, Monica Seles, Lindsay Davenport and Martina Hingis. Even as she fielded a congratulatory phone call from President Clinton afterward, it was impossible to fully reckon the extent to which her triumph would shape the perception of female athletes in the new millennium. She will continue to define success on her own terms as she has for nearly three decades in the unsparing public eye as a working-class black woman from Compton who rewrote the record books of a sport predominantly owned, played and watched by affluent white people. [only the latest example of a great champion](https://www.theguardian.com/sport/2022/mar/14/tom-bradys-nfl-return-is-both-understandable-and-potentially-foolish) finding it hard to close the book on the glory days. [Serena Williams](https://www.theguardian.com/sport/serena-williams) Invitational over the course of five days that boasted record attendances and US television ratings – has been so fulfilling. Even in the cathartic aftermath of [Friday night’s third-round defeat](https://www.theguardian.com/sport/2022/sep/02/serena-williams-ajla-tomljanovi-us-open-tennis-third-round-retirement) to Ajla Tomljanović, the sudden deluge of tears seemed to express a finality that she either could not or would not articulate in words. It’s been a long time since I’ve been able to do that.” With a marriage to a supportive partner who shares her values, a daughter who just turned five and a venture capital firm that has raised more than $100m, there will be no crisis over her sense of purpose. But these extended farewells almost always end in a messy defeat: as a last act, Friday night’s epic in front of roaring crowd on Arthur Ashe was about as good as it gets.
“thank you @serenawilliams for transcending sports for black athletes, female athletes and every athlete,” Olympic gymnast Simone Biles tweeted. “such a ...
“not listening to no arguments about it i’m so sorry thats mother of all mothers,” [said another](https://twitter.com/ungodlywests/status/1565887901992247298?s=20&t=GJNjYjRV6GpVKJN9A95RbA). [shared by Twitter](https://twitter.com/TwitterSports/status/1565898343099772928) showed she was the most tweeted about female athlete of all time. It’s been the most incredible journey I’ve ever been on in my life.” But…you have carried me to so many wins and so many trophies. "It is because of you I believe in this dream." With that, Williams's run ended at the tournament, which is expected to be her last.
The 23-time Grand Slam winner revealed how she plans to spend her time after Friday's loss.
When the COVID-19 pandemic suspended play on the WTA Tour, Williams had the chance to visualize what her life might resemble without the sport she has loved since childhood. Moments after one of the most dramatic matches of her career, Williams shared plans of what she looked forward to doing most after Friday’s loss. Open, the event where she won her first Grand Slam title in 1999 at age 17. Williams delivered a tenacious performance in the longest of her three matches in the 2022 U.S. But in her time away, Williams got an opportunity to envision life without having to go to the gym. [shared her “evolution” from the sport on Aug.
TENNIS legend Serena Williams has been hailed as the “greatest of all time” after she played her last match of her iconic career.The 23-time grand.
I’m just so grateful because it got me here.” And yet her greatest contributions may be yet to come. I should’ve started sooner this year! Tennis icon Billie Jean King tweeted: “Her incredible career made its mark on tennis history. I love you little sis!” [LeBron James](https://www.thesun.co.uk/who/lebron-james/), [Michael Phelps](https://www.thesun.co.uk/who/michael-phelps/), [Andy Roddick](https://www.thesun.co.uk/sport/tennis/16122213/andy-roddick-defends-emma-raducanu-timeout-row/), and [Coco Gauff](https://www.thesun.co.uk/who/coco-gauff/) also sent in their tributes to Williams. “And I’m just so grateful to every single person that’s ever said “go Serena” in life. Golf legend Tiger Woods called Williams the greatest on and off the court and posted online and said: “Thank you for inspiring all of us to pursue our dreams. “I’m proud of you, my friend—and I can’t wait to see the lives you continue to transform with your talents.” [Michelle Obama](https://www.thesun.co.uk/who/michelle-obama/), golf legend [Tiger Woods](https://www.thesun.co.uk/who/tiger-woods/) and tennis icon [Billie Jean King](https://www.thesun.co.uk/sport/3057784/billie-jean-king-womens-tennis-sports-personality-lifetime-achievement-award/) were among those who sent tributes to Williams, 41, and her astonishing career. TENNIS legend Serena Williams has been hailed as the “greatest of all time” after she played her last match of her iconic career. [grand slam champion](https://www.thesun.co.uk/who/serena-williams/) burst into tears after she was beaten in the third round of the [US Open](https://www.thesun.co.uk/topic/us-open-tennis/), by [Ajla Tomljanovic](https://www.thesun.co.uk/sport/19693060/serena-williams-tomljanovic-us-open-live-score-result/).
President Joe Biden congratulated Serena Williams Saturday on her long and successful career after she lost Friday in the third round at the U.S. Open to ...
.@KingJames giving the QUEEN @serenawilliams all her 💐 💐 💐
(via @uninterrupted)pic.twitter.com/Z9gdO7w7Cf 1
🏆 4x Olympic gold medalist
🏆 23-time major champion
🏆 367 major match wins
🏆 6 US Open titles
🏆 73 career titles
1 of 1 🐐 @serenawilliams pic.twitter.com/YdON5l7RzX President Joe Biden congratulated Serena Williams Saturday on her long and successful career after she lost Friday in the third round at the U.S.
Chief strategist at the Ministry of Sports,Heritage and Culture Gabriel Muthuma has praised Serena Williams as “one of the greatest athletes of all time” as ...
Her determination and hard work year in year out is what keeps me going,” Okutoyi said of the American superstar. The government through the office of CS Amina Mohamed has offered maximum support through proper programs and facilitation and going forward the sport will have grown further. “96 career titles,39 Grand Slams and a plethora of records,319 weeks as World No.
In case you missed it: The defending women's champion, Emma Raducanu, is out, and the defending men's champion, Daniil Medvedev, is set for a finals-worthy ...
The U.S. Medvedev has had an unsettled season, full of forced breaks (hernia surgery and the Wimbledon ban) and defeats, even on his preferred hardcourts. She has a tough assignment on Sunday, however, as she tries to stop the resurgent Caroline Garcia of France. “Obviously it’s not in the amount as Serena, but in my own little world, I feel like brought everything to it, and my narrative was done.” “They have two of the best serves in the world and two of the best returns in the world, and in doubles you only have to cover half the court. Pegula, the No. She turned pro at 17 and soon reached the third round of all four majors, peaking at No. She came back from a major knee injury early in her career and became a hard-running baseliner. Cornet is playing the best tennis of her career at 32 and upset No. 24 in the world in 2012. 1 Novak Djokovic, who then held all four major singles titles, in the third round in 2016. Emma Raducanu, an 18-year-old Briton born in Canada with roots in China and Romania, defeated Fernandez in that final, becoming the first qualifier in the long history of the game to win a Grand Slam singles title.
It was an emotional moment for all as Serena Williams bid farewell to tennis following her final US Open appearance.
Serena is the only player to have achieved the Career Golden Slam in both singles and doubles. The 40-year-old admitted in her emotional goodbye letter that she hated the term “retirement” and didn’t think it was fair that she ever had to come to a point where she was choosing between tennis and her family. But after 23 Grand Slam titles — the most of the Open Era — and countless records set, the GOAT has set down her racquet for the final time and will embrace the next chapter in her life. After a legendary career spanning almost 30 years, Williams retires knowing she and her sister have played a monumental role in changing the landscape of women’s tennis. Oh my gosh, literally decades. The superstar stressed to the crowd her tears were happy ones, but the real moment that choked Williams up was when she honoured and thanked her sister, Venus, who was also fighting back the tears in the crowd.
Presented with an opportunity to see Serena Williams at the US Open, Eric Akins pounced. It was a pricey trip back in 2016 — tennis tickets, airfare from ...
But I think if we maximize the opportunity that we have to make the game more accessible, to bring in more coaches of color and more women coaches, then the likelihood of having players like Serena in our sport in the men’s and the women’s side becomes higher and higher.” [@serenawilliams](https://twitter.com/serenawilliams)) was the most mentioned handle in tennis conversations globally during the US Open and 30% of Twitter users who tweeted about Williams between August and Sept. In attendance: a single-day record of 72,039 attending the night session at the USTA Billie Jean King National Tennis Center on Friday for Williams’ third-round match. “My aunts, the matrons of the family, say ‘oh, when do the sisters play, I want to watch,’ ” Allen said. We’ve got to have a sense of urgency about capitalizing on that development while tennis is in the spotlight.” But if we can direct the youth to careers in television, writing or design, that’s another way to help with diversity.” “There are people that are ride-or-die Serena fans: Whatever Serena does, they’re going to follow,” said Leslie Allen, an NCAA tennis champion in 1977 who became a top-20 player as a professional. There’s going to be a void when the Williams sisters leave.” “Serena brings crowds, but if you look in the stands throughout the whole three weeks, you’re seeing more diversity than we’ve ever seen,” Blackman said. Williams brought a skill level to tennis that produced 23 Grand Slam titles. Presented with an opportunity to see Serena Williams at the US Open, Eric Akins pounced. Up to that point, I really didn’t know about tennis,” Akins said.
JEFF POWELL: By no means everyone, it transpires, subscribes to the worshipful cult of adoration upon which Queen Serena was transported from Flushing ...
What happened to the all-sport mantra that you can only beat whoever is in front of you, whenever they are put in front of you? Just as Jack Nicklaus, not Tiger Woods, is the greatest golfer of all time. There has been an indecent rush to air-brush Margaret Court out of the reckoning. Her departure to a second life at coming up 41 will be a loss to the sport. It will not be lost on her that the lady who inflicted her third round swansong is Australian. The real problem is that huge and deserved admiration for Serena's journey from a ghetto in childhood to greatness on the tennis court has swept over into blind adoration for her very being. Well, it rarely profits anyone to cast aspersions on religion and that is what Serena has become in the eyes of her believers. In both these cases, this is mostly what the public want to hear. Unsurprising since the cheerleader in chief as she took her laps of honor was another sporting idol exalted beyond all sense. No-one crammed into the three-night Serena-Fest in the Big Apple gave a second's thought to her past indiscretions as they gushed with unconditional love. That is likely to come as a surprise to those who watched – and more importantly listened – to the televising of Serena's third-round defeat by Ajla Tomljanovic. How to explain the absence of so much as a single word of mildest qualification?
Lewis Hamilton has paid tribute to Serena Williams, saying: She has such fierceness, power, and strength in both body and mind. To be so bold, Black, ...
He continued: "Still today you remind me to never give up, you remind me what we stand for and I want to thank you from the bottom of my heart. To be so bold, Black, brave and, above all, a kind and caring human being is beautiful. To be so bold, Black, brave and, above all, a kind and caring human being is beautiful" "I remember watching her and Venus at their first games with my dad on TV. She came through like a wrecking ball and has been so spectacular to witness. She has such fierceness, power, and strength in both body and mind.
The Formula One star paid homage to the tennis legend two days after her third-round loss at the U.S. Open.
On Sunday, prior to competing in the Dutch Grand Prix, Lewis Hamilton added to the still-growing number of tributes with a [heartfelt Instagram post](https://www.instagram.com/p/CiFR0_PMNXw/?utm_source=ig_web_copy_link) paying homage to the GOAT for her incredible 27-year run. The 37-year-old star has recently opened up about the hardships of his She came through like a wrecking ball and has been so spectacular to witness. To be so bold, Black, brave and, above all, a kind and caring human being is beautiful.” Open on Friday, leaving behind a legacy that transcended the sport and made her an icon around the world. “Taking a moment before the race today to show my appreciation and gratitude to the greatest of all time, @serenawilliams,” Hamilton wrote.
Serena Williams' U.S. Open adventure is over but her legacy is a glittering 27-year career that defined a new era of tennis and inspired sponsors to take ...
“Support in those moments is key because not only does raise an element of yes, that was in the arena of sport and us supporting that athlete, but even more so, women’s rights and opportunities in that aspect,” Hvizdak said. “We continue to lead in this space and we need to pull people with us. As viewership and support continues to grow for women’s sports, brands are prepared to continue investing in female athletes and leagues. The Williams sisters were both made to endure racism throughout their careers, and Serena is no stranger to calling out double standards and unfair treatment. In March, the company also unveiled a new think-tank initiative, which includes Williams and 12 other Nike-sponsored female athletes. Anheuser-Busch InBev SA’s Michelob Ultra beer brand, another major sports sponsor, has worked with Williams in the late stages of her career, with Super Bowl ads such as one alongside WNBA star Nneka Ogwumike and Women’s World Cup champion Alex Morgan. The sports icon has worked with a number of brands, beginning with a five-year Puma SE sponsorship at the beginning of her career that was valued at $13 million. “Serena was a catalyst,” Marques said. Jeff Kearney, global head of sports marketing for Gatorade, said Serena has made a permanent impact on marketing budgets everywhere and her overwhelming success convinced the PepsiCo Inc. Soccer Federation announced only this year that male and female athletes would be compensated equally, and pay disparities persist for female golf, basketball and tennis players. (The company has also dedicated the largest building on its Beaverton campus to her.) Delta Air Lines Inc. By changing nothing, she changed everything is the tagline.
Lewis Hamilton has paid tribute to Serena Williams by calling the tennis star "the greatest of all time" and thanked her and sister Venus for giving him ...
[US Open](https://www.tennis365.com/category/us-open/) [Tennis News](https://www.tennis365.com/category/tennis-news/) “You inspire me every day and just know you always have a brother in me. “Still today you remind me to never give up, you remind me what we stand for and I want to thank you from the bottom of my heart. [News](https://www.tennis365.com/category/news/) I knew that I wasn’t alone because of you. Seeing such talented women dominating a field where no one looked like them gave me hope. “I remember watching her and Venus at their first games with my dad on TV. I knew I could never give up because you didn’t. She came through like a wrecking ball and has been so spectacular to witness. To be so bold, Black, brave and, above all, a kind and caring human being is beautiful. She has such fierceness, power, and strength in both body and mind.
On Friday, Serena played what was likely her final tennis match, losing to Australian Ajla Tomljanovic in the third round of the 2022 US Open. In celebration of ...
Soon after that, I started a family. A few years ago I quietly started Serena Ventures, a venture capital firm. I just thank everyone that’s here, that’s been on my side so many years, decades.
Her tennis career might be at an end, but Serena Williams' influence in the sport and beyond will be felt for years.
Williams wore the style when she won her inaugural Grand Slam in New York. “She’s an inspiration for a lot of people around the world. The 20-time major winner has only committed to playing the Laver Cup this month and his hometown tournament in Basel in October. She leads with humility, kindness and authenticity.” Reuters/DM they have been role models for Black women and aspiring female athletes everywhere,” said Abel. We have 18,000 members contributing to ensure that our journalism can keep going and that you can read this for free. How much you value our journalism is up to you. How much you contribute is up to you. After organisers said they would ban the catsuit from their clay courts, Williams’ supporters cried foul. But it will not just be a loss for women’s tennis. While her run at the US Open is over, her work in New York has just begun, with a “Glam Slam” preview of new looks from her S by Serena brand planned for 12 September to coincide with New York Fashion Week. The moment was an instant classic and showed she could harness fashion to disrupt the status quo, said Katie Lebel, a researcher of gender equity in sport and assistant professor at the University of Guelph.