The distinct meaning behind Serena Williams' Swarovski Nike brooch 2 years ago

The distinct meaning behind Serena Williams' Swarovski Nike brooch

She wore it during this year's Wimbledon.

Serena Williams is a God.


This we know to be fact, it is not up for debate.

The tennis star only further solidified this info during this year's Wimbledon when she showed up to play her first match against Giulia Gatto-Monticone.

She, as usual, killed it, but her performance this time around was a little bit different - namely because of what she was wearing.

No, not the unreal Nike cut-out dress, the iconic hoop earrings, or the chain around her neck - we're talking the 34 crystal Swarovski Nike brooch she had pinned to her dress.

This one here.


Divine, yes?

But also, as it turns out, quite sentimental.

Harper's BAZAAR reports that Williams' 'Broosh' (a cross between the Nike Swoosh and a brooch) includes 34 crystals referencing the age she was when she won her last London Slam at Wimbledon in 2016.

"I wanted her to feel like it was something her grandmother could have worn but of course give it a modern spin and make it just right for Serena," said Abby Swancutt, global design director for NikeCourt.



This comes a few months after Williams lent her voice to Nike's powerful advert encouraging female athletes to show their critics exactly what a so-called "crazy" woman can do.

In the ad, Williams addressed the double standards that women in sport are consistently objected to.

“If we show emotion, we’re called dramatic," she said.


"If we want to play against men, we’re nuts. And if we dream of equal opportunity, we’re delusional.

“When we stand for something, we’re unhinged. When we’re too good, there’s something wrong with us. And if we get angry, we’re hysterical, irrational, or just being crazy."

The ad ended with Williams encouraging women to reappropriate what it means to be spoken about in such a way.

"If they want to call you crazy, fine," she says. "Show them what crazy can do."


20x20 is an ambitious two-year long initiative to better promote and champion women in sport.

With the tagline of "if she can't see it, she can't be it," the 20x20 movement has three targets to reach by 2020:

  • 20 percent more media coverage of women in sport
  • 20 percent more female participation
  • 20 percent more attendance at women’s competitions and events

And at Maximum Media, we're proud that Her and SportsJOE is backing the 20x20 movement as official digital media partners.