Nike ‘SW19’ 

PR + Stunt

Role: Creative Team
At the start of 2015 Serena Williams had 19 grand slam titles to her name.

Wimbledon is commonly referred to as ‘SW19’.

A lovely coincidence that we wanted to subvert by having it printed on her headband for the duration of the championship. Then, when she wins, she flips over the headband to reveal SW20 printed on the other side.

Nike loved the idea, Serena’s management loved it. The only snag was that it relied on her NOT winning the French Open the month before Wimbledon commenced.

She won the French Open, the stupid woman.