Serena Williams has spent her decades-long career forging her own path –– and she doesn’t plan to stop any time soon.
In her latest empowering move, the tennis legend has teamed up with Bumble for the brand’s “The Ball Is in Her Court” campaign, appearing in its first-ever Super Bowl commercial to encourage women everywhere to make the first move.
“It’s important to seize opportunity,” Williams, 37, tells PEOPLE. “It’s really all about making the first move, not just in love but in life as well. And you can’t make the first move unless you seize it. You decide you’re gonna take it. For me it’s really important to do that.”
In the 30-second commercial (set to air during the first quarter of Super Bowl LIII on Sunday), Williams gives viewers a close look at her years-long journey of seizing opportunities to become the sports giant she is today.
In the 60-second, full-length version of the ad, Williams boldly encourages women everywhere to find their voices and use their power.
“Don’t wait to be given power,” she is heard saying as she prepares to serve on a tennis court. “Because here’s what they won’t tell you: We already have it.”
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Williams, who serves as global advisor for the location-based social and dating app, teamed up with Bumble founder and CEO Whitney Wolfe Herd and even worked as the campaign’s co-creative director.
Even as the superstar athlete stressed the importance of creating her own lane, Williams says she wouldn’t be who she is today without her close friends and family.
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“It’s important to have strong foundations in personal relationships, whether it’s a friendship or in my case being married,” she tells PEOPLE.
“Personal relationships are really important because they ground you. They center you. I’m really close to my mom and my family and my sisters. They are always there for me and they always make sure that I stay grounded and they make sure I know what’s important.”
With Williams as the face of the new campaign, Bumble has designated Monday as “First Move Monday.” For every first move made on the app throughout the week, the company has vowed to donate to Williams’ Yetunde Price Resource Center.
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