Serena Williams partnered with nike in 2019 to launch the Serena Design Crew, a design apprenticeship program aimed at increasing diversity and inclusiveness in the design industry. Under Williams’s leadership, Nike selected 10 emerging designers from underrepresented backgrounds to work on a new, Serena Williams–inspired and –approved collection over 18 months from their Beaverton, Oregon headquarters.

Serena Williams partnered with Bumble to celebrate women through the company's first-ever 'Women of Courage' list, highlighting five women who made a difference during the global pandemic.

Serena Williams launched S by Serena in 2018, creating a range of clothing items designed to inspire body positivity and inclusivity. The launch followed her victory in a Grand Slam match at the French Open, marking a continuation of her winning streak.