by Mary Spiller
July 26, 2025
The collaboration displays a broader pattern of athletes coming into the sweetness and wellness areas in deeper methods than conventional endorsements.
Serena Williams is taking over a brand new problem off the courtroom. The tennis legend, who formally retired in 2022 with 23 Grand Slam titles to her identify, has joined wellness model Ritual as its first girls’s well being advisor, the corporate introduced July 23 by way of CEO Katerina Schneider.
As a part of the brand new position, Williams will present suggestions and insights on Ritual’s product improvement behind the scenes, serving to form new choices for the wellness-focused model.
“[Serena Williams] was our North Star of any individual that we needed to associate with at Ritual,” mentioned Ritual Founder and CEO Katerina Schneider. “We needed her to play a deeper position within the model, which is why we’ve given her the title of our first girls’s well being advisor. We’re excited for her to make use of her platform to be extra vocal about wellness, basically, and we’re additionally excited for her to have entry to our merchandise first and provides us suggestions.”
The collaboration displays a broader pattern of athletes coming into the sweetness and wellness areas in deeper methods than conventional endorsements. Ritual beforehand served because the official protein associate of the Nationwide Ladies’s Soccer League’s Angel Metropolis FC from 2022 to 2024.
In recent times, different celebrities have adopted swimsuit, similar to Pamela Anderson changing into a co-founder and co-owner of skin-care model Sonsie and Selma Blair becoming a member of Information Magnificence as chief inventive officer, as reported by Shiny.
“Athletes are anticipated to carry out on the highest ranges, each mentally and bodily,” Schneider famous. “That interprets to how shoppers view and aspire to and belief athletes for what they’re placing in and on their our bodies.”
Though tennis is not going to be a central theme of Williams’s involvement, the timing aligns with a cultural upswing within the sport.
Wimbledon 2025 just lately recorded its highest common viewership since 2019, the final yr Williams reached the finals.
For Schneider, Williams’s addition to the Ritual crew marks a brand new chapter of brand name evolution.
“We’re constructing an iconic model, one thing that’s going to final without end. We’re not taking shortcuts. We’re not doing advertising for advertising’s sake,” she mentioned.
“Partnering with somebody that’s really an icon and the best at what they do ranges this model up in a method that’s quicker than possibly we might get there on our personal.”
Ritual, based in 2015, achieved $250 million in gross income in 2024 and continues increasing.
On July 21, the corporate launched in 300 Ulta Magnificence shops nationwide, which is similar retailer that carries Williams’s personal make-up line, Wyn Magnificence.
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