But Williams' dominance of the sport didn't come easy. Her painstaking training began early, not at Swiss academies like many of the world's top players, but on public courts in Compton, coached by her father. A new spot for Nike from Wieden & Kennedy seamlessly merges archival footage of a young Williams and her father on those courts with scenes of the adult Williams in action. "Be tough, just like you want to win," says Richard Williams in a voiceover. "Just like you're at the U.S. Open."
Serena Williams made it to the U.S. Open, and won the tournament six times--so far. This week, the competition in New York City begins again, and Williams is there, looking to tie Australian Margaret Court's record with a 24th Grand Slam win (and what would be her first after giving birth late last year).
The Nike spot will run on ESPN during the first two rounds of the U.S. Open, which begins Monday. It's part of a summer-long celebration of the 30th anniversary of Nike's iconic "Just Do It" tagline.