Serena Williams Design Crew

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Serena Williams is a champion both on and off the court. The launch of her signature clothing line was no exception. At Serena's request, her first personal line was developed by ten BIPOC, female-focused design apprentices from NYC.

Our job with SGK was to help Nike get the word out through an expansive seeding moment across multiple tiers of influencers and celebrity recipients. The rollout happened across three different expressions. We started with a pinnacle fashion wardrobe inspired rolling cart the delivered the full collection to a few choice recipients. Tier 02 focused on a travel garment bag for world wide delivery. And the final tier three was inspired by a shoe box, but on a premium level.

It was an honor to help launch this important initiative into the world alongside a talented Nike team.

Tier 01 Kit Design:
NYC Inspired, Fast Fashion Wardrobe Rack  
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Tier 02 Kit Design:
Custom Weekender Garment Bag 
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Tier 03 Kit Design:
Shoe + Garment Box
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CREDITS
Creative Direction: Nike Global Brand: Nemanja Jehlicka / SGK: Aaron Carlsson
Lead Design: Tim Weakland / Alyssa Barnes
Support Design: Brandon Hrycyk 
Account Management: Kenna Borgmeier / Chase Faulkner
Project Management: Emily Rogge
Project Engineering: Greg Schaal

Photography: Ray Hall / Victory 

And thanks to the many other people who helped pulled this project off, the details
were many, the hours were long, the timetables were short!
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