Serena Williams, the legendary tennis champion who has dominated the sport with 23 Grand Slam titles, has made significant transitions after retiring, amassing considerable wealth and redefining her public image. With her illustrious career behind her, she has successfully built her empire, which now extends far beyond the tennis court.
Since retiring from tennis in September 2022, Williams has not only been focused on her family but has also become a prominent figure in venture capitalism. Her investment portfolio, known as Serena Ventures, comprises stakes in 85 companies, 14 of which have reached the billion-dollar mark, commonly referred to as 'unicorn' startups. This remarkable achievement has helped her accumulated wealth soar to $340 million, showcasing her acumen off the court.
Williams' business ventures are complemented by various lucrative endorsements with leading brands. She first inked her deal with Puma at just 17, earning $13 million shortly thereafter. Later deals with Nike, Gatorade, and other companies have solidified her status as one of the highest-earning female athletes. Reportedly earning $45 million post-retirement, she continues to attract significant financial opportunities.
Recently, the spotlight shone brightly on Williams when she made a surprise appearance at Super Bowl LIX's halftime show on February 9, 2025. Performing alongside Kendrick Lamar, Williams caused waves with her electrifying ruins and particularly her decision to perform the crip walk, reminiscent of her previous celebration at the 2012 Olympics, which had sparked controversy.
Williams' choice to include the crip walk—and her history with both Kendrick Lamar and Drake—has led to intense discussions online. The performance was perceived by some as 'trolling' her ex-boyfriend Drake, who has publicly referenced their past romantic relationship. ESPN analyst Stephen A. Smith was quoted saying, "If I’m your husband, I’m thinking, 'Why are you up there trolling him—trolling your ex?'" These comments were met with substantial backlash online, with critics pointing out the unjust nature of Smith’s remarks.
Many highlighted Williams' right to express herself without judgement, emphasizing her achievements to push back against criticisms and scrutiny. One commenter noted, "You don’t get to tell a grown woman what she can or cannot do," demonstrating support for Williams' autonomy as both a performer and individual.
Williams' husband, Alexis Ohanian, who has been married to the tennis star since 2017, openly defended her performance. Praising the halftime show, he shared on social media, "Pretty fantastic halftime show," which underscored the support she receives from her family amid public discourse.
The performance was not merely just another act; it was a reclaiming of her dance following past criticisms. Many fans recalled how Williams faced backlash during the Olympics for her crip walk, sparking debate on cultural appropriation and identity. Celebrities and sports commentators have noted the significance behind her actions, expressing admiration for Williams’ boldness and her ability to blend her cultural heritage with her public persona.
After the halftime incident, Ohanian commented on social media about the irony surrounding the performance, saying, "Some of y’all have no idea how criticized Serena was for this same dance at Wimbledon 13 years ago and it shows." This highlights the continued relevance of Williams’ actions and the narrative surrounding her place and significance within both sports and entertainment.
The public discourse following her Super Bowl performance has emphasized Williams' constant evolution, depicting her not only as a sports icon but also as someone who owns her story. Whether it's through financial business pursuits or her impactful performances, she consistently proves her strength both as an athlete and as a person.
Williams has indicated she is unbothered by the opinions of others, fully confident in her decisions and her role as both mother and performer. Her recent social media posts have shown her enjoying life post-tennis, often sharing moments with her daughter, Adira, and flaunting her figure, including stunning photographs from her recent vacation.
Sports fans and casual observers alike have watched her navigate this new phase of life with grace and resilience. Williams embraces her legacy, situated at the intersection of sports, entrepreneurship, and cultural identity, determining not only how she is viewed but also how her story is told.
Serena Williams remains not only America’s most successful female tennis player but also one of its richest self-made women, transforming her competitive edge on the tennis court to tangible success and influence off of it. With every strategic move she makes, it's clear Williams is not just resting on her laurels but defining her path and embracing her own narrative.