Serena Williams and Lincoln have teamed up to promote the classic Navigator, a luxury SUV. In a new social media spot, the 23-major champion speaks to that very vehicle her first big-time purchase as a teenager.
"I felt like I was, you know, kind of balling in a way," she says of buying that all-white ride, which she gave the moniker Ginger.
"Serena Williams needs to be in the Navigator, let's just be honest," intones the GOAT. She speaks to her life as a new mother, part of the appeal that Ford-owned Lincoln had in signing her.
In a second clip, titled "Build Your Legacy," the GOAT speaks to her inhibitions about coming back to the sport she has largely dominated since 2004, and certainly in the 2010s. "To be honest, I have my doubts, she says, "and then I look at my daughter, and I see my strength."
"She's a new mom, she's an entrepreneur," said John Emmert, Lincoln's group marketing manager, as quoted in AdAge. "There are all these qualities about her and her life that match so well with the audience we are trying to talk to on Navigator."
Tune in to Indian Wells action next week, when Serena returns to the WTA Tour and seeks to navigate her way through the draw at the BNP Paribas Open.
Ok guys exciting news- I'm getting ready for @TieBreakTens at Madison Square Garden on 5th March. @venuseswilliams will be there too. Who's excited??!! Tickets available https://t.co/YMZ3P4HnNu #TBTens pic.twitter.com/CGmmKPBCzM— Serena Williams (@serenawilliams) February 22, 2018
Before that, she can be caught live on the court set up at Madison Square Garden in New York as part of the Tie Break Tens showdown among active, retired and returning WTA players including herself, Venus Williams, Sorana Cirstea, Daniela Hantuchova, Marion Bartoli, Elina Svitolina, Coco Vandeweghe and Shuai Zhang.
Follow Jon on Twitter @jonscott9.
Desert Smash: A Celebration of Celebrity, Charity and Tennis Unlike Any Other
The 14th annual Desert Smash charity tennis event is Tuesday, March 6, and there are many reasons to mark your calendar. Here are just five of those reasons, including the event's host, Serena Williams.
Desert Smash is the kick off to Indian Wells, which will be broadcast on Tennis Channel over the next two weeks.
*** STREAM DESERT SMASH LIVE on TENNIS.com ***
*** WATCH LIVE on TENNIS CHANNEL ***
*** PURCHASE TICKETS AT https://desertsmash.