Serena Williams stars in the new campaign from glucose tracking monitor and app Lingo, as the retired tennis legend continues to venture into new wellness spheres with a focus on preventative health.
Since the 23-time Grand Slam singles champion retired from competitive tennis back in 2022, the past three years have marked a fresh shift into health-focused business ventures and endorsements, including a renewed focus on building her venture capital firm, Serena Ventures.
Throughout that time, Williams made her beauty debut with Wyn Beauty, became the first-ever Women’s Health Advisor for the supplement brand Ritual, and was enlisted as a brand ambassador for the Telehealth company Ro to market its weight-loss treatments.
Now, the four-time Olympic gold-winning athlete has teamed up with the biosensor glucose monitoring brand Lingo by Abbott for the second time, having first worked with the company back in 2024.
The new campaign video introduces the tennis star in dramatic slow-motion black and white as she explains how it “takes bold choices to meet our next big moment,” before she’s quickly brought back down to reality by deciding what’s for family breakfast.
The seven-time Wimbledon champion concludes her message by branding the health aid a “game changer” for tracking how the body responds to food, adding in her Instagram caption that she’s “passionate about proactive health and raising awareness about prediabetes” — something that affected 97.6million Americans aged 18 and older in 2021.
“Who doesn’t want longevity? Because that’s what it all boils down to,” she told USA Today in an interview marking the new campaign.
The campaign comes after the 44-year-old entrepreneur opened up about using GLP-1 weight loss medications in August, which she credits for helping her lose 31 pounds.
Her recent endorsements have marked a clear pivot to focusing on preventative health supplements and technology outside of the traditional diet and training that was a core part of her image as a top athlete.
A recent spotlight in Kim Kardashian’s newly unveiled NikeSKIMS collection campaign also signalled yet another fitness-specific crossover into fashion and beauty.
Elsewhere, last year Williams threw her support behind the creator economy with a €1.4million Investment in KLIQ, a platform for coaches and educators.
Meanwhile, as of 2025, the tennis icon has built Serena Ventures into a $111 million fund with reported stakes in 16 unicorns, which are startups valued at more than $1billion.