At the 2024 US Open, Serena Williams, though not competing on the court, made waves with a subtle yet significant business move. The tennis legend, known for her prowess on the court and her sharp acumen off it, leveraged her presence at the event to further her entrepreneurial ventures.

During the tournament, Williams was spotted wearing apparel from her own fashion line, S by Serena. The subtle but strategic choice to don her brand at one of the most-watched sporting events of the year demonstrated her ability to seamlessly blend her athletic legacy with her business ambitions. The exposure not only showcased her fashion line to millions of tennis fans worldwide but also reinforced her brand’s image as both stylish and functional.

In addition to her fashion line, Williams also took the opportunity to highlight her involvement in the tech world. She was seen engaging with fans and fellow athletes, subtly promoting her venture capital firm, Serena Ventures. The firm, which focuses on funding startups led by underrepresented groups, has gained considerable traction in the business world. Her presence at the US Open served as a reminder of her commitment to empowering others and making impactful investments.

Williams’ business moves at the 2024 US Open exemplify her transition from a world-class athlete to a savvy entrepreneur. By carefully integrating her business ventures into her public appearances, she continues to expand her influence beyond tennis, solidifying her status as a multifaceted icon. As she navigates this next chapter of her career, her actions at the US Open are a testament to her ability to remain relevant and influential in multiple arenas.