The WTA launched a new campaign this week called "It Takes". Narrated by Mary Carillo, the campaign's launch video stars Serena Williams, Naomi Osaka, Simona Halep and more players amidst regular women and girls, closing with "This is what it takes to live your dreams."
The WTA is rolling out feature videos with its players, showing what it takes to get to where they've gotten to and what it takes to be an athlete, starting with Dominika Cibulkova.
The players are promoting the campaign all over social media.
It's the WTA's first global campaign in four years (since the Power to Inspire in 2015).
The focus will be on sharing player personas through traits that are authentic to each player, which they chose themselves.
Fans will get to explore athletes' traits and stories all season long.
The women are in Rome this week at the Italian Open, where Naomi Osaka is the first seed.