She looks like the same Serena Williams, sounds like the same Serena and wins like the same Serena. She even makes history in a near identical way: the 'Serena Slam' secured by the world No.1 at Wimbledon 2015 matching the one she claimed with her fourth consecutive Slam at the 2003 Australian Open.
But if much seems unchanged in women’s tennis in the last12 years, there’s a lot that has changed too. Here’s how the game, and the world in general, has altered in the years between Serena’s historic milestones.
Facebook
Yes, seriously – the giant of the social media world only launched in February 2004, and no player has caught on quite as well as the world No.1. Simultaneously a marketing tool, an interactive device and a means of simply having fun, Serena is as adept at using it as she is in wielding a racket. She has close to three million followers – and we can expect many more after her latest feat.
I hear @andyroddick said I'm already thinking about the U.S. Open 5 mins ago? Ummm Andy you are 20 mins late
— Serena Williams (@serenawilliams) July 11, 2015Social reach
It's not all about social media, but Serena has collected 4.7 million followers after signing up to Twitter in 2009, three years after its launch. More than a million fans tuned in to see her happy snaps on Instagram, which was launched in 2010. And we love how the social world shows her sassy side, too. Take this tweet in the hours following her latest Wimbledon milestone.
I love President Obama; he has such an unbelievable presence... and he noticed my shoes
Music moves on
It’s hard to recall Serena’s favourites from 2003 – we doubt that Serena herself could even tell you. But we do know that the world No.1 is now a fan of Taylor Swift (even joining the pop superstar on stage at Hyde Park before the 2015 Championships) and Drake, who has been watching Serena’s history-making run at Wimbledon.
New politics
In the years since she claimed her first 'Serena Slam', Barack Obama became the 44th President of the United States. Tennis and politics don’t typically merge, but Serena was thrilled to be welcomed to the White House as the 2009 Wimbledon champion. “I love President Obama; he has such an unbelievable presence, and he seems to be so normal – and he noticed my shoes,” Serena enthused. “I think that was the highlight of the whole day, was he liked my shoes.”
Coaching carousel
There have been few coaches in a long career and Serena has relied for the most part on mother Oracene and father Richard for guidance. In 2012, however, she appointed Patrick Mouratoglou – a decision that was immediately rewarded as she became the 2012 Wimbledon champion. Serena was quick to note the team influence after securing 'Serena Slam 2'. “It takes teamwork,” she said. “It’s a lot of people behind me, from my coach, who I think does a wonderful job keeping me consistent in not only all the Grand Slams, but all the tournaments in between as well. You know, I think nowadays, more than any time before, it's really a team effort.”
Technological evolution
It’s hard to believe that iPhones aren’t nearly as old as the original 'Serena Slam' as that technological wizardry only emerged in 2007. We suspect that the very progressive Serena caught on from the start, with she and sister Venus featuring in an ad promoting the iPhone 5. Serena says that technology in general is a factor in her remarkable longevity. “Like I always say, with new technology, new workouts, all this other stuff, I think the life of an athlete is changing and the longevity is becoming longer,” she said. “I definitely don't feel old. I think in life I'm still pretty young.”
Fashion focus
A long-time lover of fashion, it’s only natural that Serena would bring fashion into the conversation after her latest milestone. While trends have changed since Serena sported a sleek black gown as she attended the traditional Champions' Dinner alongside Roger Federer in 2003, Serena’s focus on the right look has not. “I always bring a dress just in case, always,” she said. “I found out, the better dresses I bring, I usually win. If I bring a not‑so‑nice one, I don't win. I brought a really nice one this time.”
Different opponents
Serena, naturally, was world No.1 when she claimed the original 'Serena Slam' in 2003. But top 10 colleagues then included Kim Clijsters, Justine Henin, Jennifer Capriati and Amelie Mauresmo. Staying power is obviously genetic though – back then, sister Venus was world No.2.
New friends
We know how much she influences people, but Serena makes new friends too. One of her closest is WTA colleague Caroline Wozniacki and the pair celebrated together in the days following the 2014 US Open, where the latest 'Serena Slam' began. Caroline, by the way, was just 12 years old when Serena secured the first 'Serena Slam' – and we bet that Wozniacki, like most lovers of tennis, can still recount every detail of it.
Serena’s changed
The impenetrable form, competitive fire and spirited celebrations might look the same – but make no mistake, Serena has changed. She’s battled injury, time and a new generation of determined challengers in the 12 years since claiming her first 'Serena Slam'. With every new record, Serena is increasingly grateful, her passion grows and she continues to change the course of tennis history.
