Serena Williams has once again found herself at the center of conversation—this time not for tennis, but for fashion. On September 26, 2025, the 23-time Grand Slam champion appeared in a new NikeSKIMS campaign, a collaboration between Nike and Kim Kardashian’s brand SKIMS. The campaign, titled Bodies at Work, also features stars like Nelly Korda, Sha’Carri Richardson, Jordan Chiles, and Beatriz Hatz.
The video showcases around 50 women athletes training in NikeSKIMS outfits, paired with a striking voice-over:
“Put my body on a pedestal, celebrate it, marvel at it, glorify it. It’s power, it’s strength. Give my body your full attention, see it, appreciate it, understand it, and then you’ll see what I can really do with it.”
While intended as a message of empowerment, the ad sparked debate online. Tennis fashion influencer Kaya criticized the campaign in an Instagram video, calling the language and camera work “objectifying.” She questioned whether a men’s version of the campaign would be shot the same way, adding, “In today’s climate, with society so divided, is this really the right approach?”
Just before the campaign launched, Kim Kardashian hosted an exclusive dinner in New York on September 24. Williams attended the event, seated between Kim and Khloe Kardashian. Sharing photos afterward, Serena praised her long-time friend: “Back with my girls for one epic night! Over 20 years of friendship and we still laugh like no one else is in the room. Congratulations on your NikeSKIMS success.”
In another post, she applauded the collaboration: “Nike gave me the wings, SKIMS gave me the fit; together, they gave us a moment.”
Williams and Kardashian’s friendship spans more than two decades, and the tennis legend has consistently supported her publicly. But while the launch was a celebration of their bond, the campaign has also ignited wider conversations about body representation and the fine line between empowerment and objectification in sports fashion.
