Tennis and marketing champion Serena Williams is set to appear in a year-long marketing campaign for social networking app Bumble. The campaign, with a message of women’s empowerment, will be debut during the Super Bowl on February 3.
The campaign, titled ‘The Ball is in Her Court,’ will have Williams encouraging women to make the first move in all aspects of their lives, according to a story by Reuters. “Society has taught us as women to kind of sit back and not necessarily be the first one to speak up. We want to take that and flip the story,” Williams said.
“We are letting people know we are not afraid. We no longer want to cower. We want to stand up.”
Bumble started as a dating platform for women and men in 2014, with an emphasis for women to make the first move when meeting men (but in same-sex matches, either party could make the first move). It has expanded and now looks to promote functions like Bumble BFF and Bumble Bizz, which help women seek friends and build business networks. According to the story, Williams helped create the Bumble campaign, one that was developed and produced entirely by women. She will also act as global adviser to the company.
The multi-platform campaign will coincide with the Super Bowl, but the company did not say if there would be a commercial with Williams during the televised game.
“We want to make noise,” Williams said. “This is the best and perfect place to make the biggest noise that we can.”