Nike 50th Anniversary

Never Done Evolving

The Greatness of Serena Williams.


From a legend’s history, for a future defined by her impact.

Nike is celebrating the most significant moments throughout their history, including the achievements of legendary athletes — like the one-and-only Serena Williams.

With Serena playing her 27th and final year as a professional, and finishing at the U.S. Open where she won her first Grand Slam, Nike is able to showcase how her game has evolved over time. Harnessing the power of advanced AI and machine learning, Nike displays Serena Williams’ evolution like never before.

Never Done Evolving - Hero Image


An AI match-up of the ages.

Nike, together with AKQA studios in Melbourne, Portland and São Paulo traveled back in time to create a match-up between Serena from her first Grand Slam at the 1999 US Open versus her most recent at the 2017 Australian Open. The goal was to gain insight on how Serena got to where she is today and how she keeps challenging the future.

Machine learning was able to model each era’s playing style: decision making, shot selection, reactivity, recovery and agility based on archival footage.


Game, Set, Serena.

The result was seeing both Serena’s play each other for 130,000 games and 5,000 matches, enough tennis matches to stream for an entire year if played back-to-back.

The final gameplay was broadcasted to the public as a YouTube livestream reaching over 1.69 million of Nike’s subscribers. Lead up to the live event included social media posts promoting the broadcast across Nike’s Instagram and Twitter channels.

Grand Prix

Digital Craft: Curation of Data

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