The sporting icon talks life after tennis, discovering padel and her new role as a global ambassador for Heineken® 0.0.
IMAGES BY HEINEKEN (R)
By Steve Slocombe
Throughout her career, Serena Williams defined competition at the highest level. But in the years since stepping away from professional tennis, her relationship with sport has shifted—less about relentless intensity, more about balance, connection and a different kind of enjoyment.
That mindset underpins her new partnership with Heineken® 0.0, with the 23-time Grand Slam champion stepping in as a global ambassador for the brand. Centred around staying active, social and open to new experiences, the collaboration taps into one of the world’s fastest-growing sports: padel—a game Williams has taken up in recent years.
To launch the partnership, she headed to Miami, where she surprised a group of unsuspecting players by stepping in as their fourth teammate—an unexpected moment captured on film (see: video above) as part of Heineken® 0.00’s Unexpected Doubles series. The concept sees players matched with new partners—sometimes even global icons—through the brand’s Open Match feature on the Playtomic app, with more surprise moments set to roll out globally.
Campaign directed by Washington Square Films’ Andrew Lane
Built around creating fresh experiences and connecting people who might never otherwise meet, the campaign reflects a version of sport that, for Williams, feels very different from the one she dominated for decades. Speaking to Complex UK, she opens up about stepping away from elite competition, discovering padel and what balance looks like for her now.
“Right now, I’m really focused on balance in my life. I’m passionate about staying fit, but also about having fun.”
COMPLEX: You stepped away from tennis at the top of the game—how has your relationship with competition evolved in this chapter of your life?
Serena Williams: I definitely think my relationship with competition has changed; I feel like I just needed a break from competing. I still have a lot of fun, but for once in my life, I don’t have to go at it a thousand percent.
You’ve achieved pretty much everything there is to achieve in tennis. But what motivates you now, on a day-to-day level?
I’m motivated by what I do: being an investor and leading my team. That’s my main job. I want to be a good leader and set a good example, especially for my daughters. I want them to grow up and say they want to be like me: strong, but also understanding and humble. That’s what motivates me every day.
How did padel first come into your life, and what’s kept you coming back to it?
I think it’s a fun sport. I get a really good workout from it—I’m always trying to find ways to get my heart rate going, and it’s pretty intense. It’s also close to tennis, so the learning curve wasn’t crazy for me, but I’m still figuring out the walls. I don’t play enough yet to really master them, but I still really enjoy it. And I think it’s naturally social; you’re out there with other people, and it creates those moments where you can connect.
Is it refreshing to come into a sport like padel without the same expectations that come with tennis, or do those instincts still kick in?
I feel like when I’m playing with other people, there’s still an expectation for me to be great. But it’s a different sport—it’s not the same as tennis. Tennis will always be my first love and my preferred racket sport, but this is something different.
After spending so long at the very top, how do you approach being a beginner again?
It’s refreshing. I would consider myself a beginner, and I like that. But I think a lot of people still expect me to be great straight away. Let’s be honest: I’m not bad, but I’m no Serena Williams at padel.
What made partnering with Heineken® 0.0 feel like the right fit for you at this point in your life?
Right now, I’m really focused on balance in my life. I’m passionate about staying fit, but also about having fun, and I think this partnership reflects that. A lot of people see me as serious—and I am—but I’m also just as much fun. For me, it’s about balance without compromise.
There’s a growing shift around no- and low-alcohol choices. How do those fit into your lifestyle today?
I think a lot of people are leaning into a more balanced lifestyle, and I feel the same way. My whole life as an athlete was about being so focused and knowing when not to have fun. Now it’s a bit different—you can still enjoy yourself, but I also like to know what I’m putting into my body.
You surprised players in Miami recently by stepping in as their teammate. What was that experience like from your perspective?
It was so much fun! People weren’t expecting me to be there, so that surprise element made it really special. We had a lot of fun with it; it was playful, a bit silly at times, and just a great experience overall.
What was their reaction when they realised it was you?
They were so good at holding it in. I don’t know what they did afterwards or what they told their friends, but in the moment they were like, “Oh, Serena,” and just stayed really chill. I was like, “Guys, it’s okay to go crazy, or not.” Maybe they just weren’t that kind of people, or maybe they didn’t need a big reaction. But it was fun. They were really professional—you could tell they were trying to hold it in. They were excited, but still really chill about it.
This campaign is built around creating fresh experiences and connecting with new people. For someone who’s achieved and experienced so much, how do you still find those moments in your life right now?
It’s hard, especially with me being a mom and everything else I have going on. But I think it’s important to stay open—you don’t have to live in a bubble. I’ve spent so much of my life focused, first on tennis and then on raising my family, but you can still make time for those moments and connections without compromising. We talk a lot about mental health, and it’s important to remember it’s okay to have fun, even in small moments. For me, that’s padel, but for someone else, it could be something completely different.
Read the full article HERE.