To celebrate the launch of Her Majesty’s latest Nike collection from the Serena Williams Design Crew, we created a social media playbook fit for the Queen and gave thoughtfully selected fans and Nike diehards their proverbial flowers with curated seeding kits fit for the royal court.

Following the lead the SWDC was founded on, we go beyond the piece to give audiences the inside scoop behind the versatility, perspective, and motivations for both the collection and designers who brought it to life. All the while giving followers a first look into the latest SWDC drop.

Through seeding kits, we invited audiences to take a peek into her life through her closet, not only did we reveal the latest SP22 collection. We reminded Serena’s fans + followers of the SWDC program’s origin story - a purpose-first approach to product.

Serena and SWDC make the next generation aware of their own potential by bringing them into her world. From gowns to gear, we know Serena to be immaculately dressed. But behind every good garment, there’s an even better story.