Bumble, the woman-first social network with over 47 million users worldwide, has partnered with Serena Williams, one of the most influential women in the world, to create a multifaceted 2019 campaign focused around making the first move in every aspect of life: dating, friendship, and business.

Video: Serena Williams x Bumble - In Her Court

Williams will serve as a Global Advisor to Bumble to reinforce the brand’s mission to end misogyny and empower women around the world. The partnership will go live during one of the most watched cultural moments worldwide, Super Bowl LIII on February 3rd.

“In just over four years, Bumble has evolved into the only woman-first, global social networking platform for love, friendship, and professional networking, empowering women to make healthy and rewarding connections in all areas of their life,” said Whitney Wolfe Herd, Bumble Founder and CEO. “Partnering with Serena Williams has been a dream of mine since we launched Bumble as she is one of the most inspiring women in history and a shining example of someone making the first move in all facets of her life. She is a role model, a mom, an entrepreneur and a fierce athlete. She is the epitome of strength, integrity, kindness, empowerment and every thing Bumble stands for.”

The campaign, which is developed, produced, and led by a team comprised entirely of women, will highlight the importance of making the first move with a campaign titled “The Ball is in Her Court.” The concept was envisioned by Wolfe Herd in 2014 when Bumble first launched and is now coming to life just a few years later. Together, this partnership will serve as a catalyst and reminder to women everywhere that the ball is in their court, and that they never need to wait to find their power, because it is already within them. With Bumble Date, Bumble BFF and Bumble Bizz, women set the tone and pace for their personal and professional relationships.

“In my life, I can confidently say that I would not be where I am today had I let the fear of making the first move hold me back,” said Williams. “Like Whitney Wolfe Herd, I am a firm believer in striving to achieve greatness as every single one of us holds the power to write our own stories. I look at my daughter and know it is my duty to pave a powerful path for her, and as Bumble’s Global Advisor, I can encourage her and women everywhere to think like a champion, define their lives and ultimately, embrace the power we have within.”

For more information on the partnership and “The Ball is in Her Court” campaign, download Bumble, visit www.Bumble.com/InHerCourt, and follow along on social media using the hashtag #InHerCourt.

Bumble knows the importance of relationships and how vital it is for women to take ownership of those connections. Whether you’re dating, looking for friends, or growing your professional network, healthy relationships are central to living a positive, productive life. Through this new relationship with Serena Williams, Bumble will continue to pave the way for women to pursue their dreams while embodying the brand’s ethos of not waiting but doing.

Bumble BFF launched in the Bumble app in 2016, and the company most recently added Bumble Bizz to the app in 2017. Bumble is free and available to download in the App Store and Google Play.

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