Serena and Venus Williams are trading in trophies for textbooks with the launch of a new education and mentorship initiative, the Williams Family Excellence Program, Black Enterprise reports. In partnership with the United States Tennis Association (USTA) Foundation, the sisters are making sure underserved youth get the tools to win both on and off the court.
The program was announced during the U.S. Open Women’s Semifinals and celebrated with an Instagram Reel spotlighting the Williams family’s journey from Compton to sports history. Now, the sisters are paying it forward with a mission to inspire the “leaders of tomorrow.”
“We are honored to have this program named after our family and are proud to partner with the USTA Foundation to help create the leaders of tomorrow,” Venus and Serena explained in a statement, according to the U.S. Open. “Our parents always encouraged us to strive for excellence, and tennis provided us the platform and opportunity to follow our dreams and achieve those moments. We truly believe this program will continue using the sport to provide others the opportunity to dream big and leave their own marks.”
With a goal to impact 2,500 youth and young adults over the next decade, the program will focus on three pillars. The “Accelerating Excellence of Future Champions” pillar will partner with community organizations in underrepresented neighborhoods to provide “no-cost or low-cost high-performance training, college recruitment guidance, and access to camps and competitions.” The other two pillars will include scholarships, internships, and an entrepreneurship program for students whose dreams stretch beyond athletics.
It’s a natural evolution for the sisters, who have already built powerful brands off the court. Serena is a business mogul and investor with her own beauty line, WYN Beauty, while Venus runs her clothing brand EleVen and spearheads her AI startup Palazzo.
USTA Chairman of the Board Brian Vahaly spoke about the new initiative’s importance.
“Venus and Serena Williams have inspired millions of people to play tennis, but their impact goes far beyond trophies and titles. They changed the game in culture, fashion, and business, and their story is one of courage and resilience. This program will carry that legacy forward by giving young people the same sense of possibility that the Williams family has given all of us.”
From aces on the court to excellence in the classroom, Serena and Venus are making sure the next generation doesn’t just play the game—they change it.
Cover photo: Serena & Venus Williams Launch New Program for Underserved Youth/Photo credit: Olympics.com