When Serena Williams takes court at the United States Open with the weight of history on her shoulders, there is also a half-pound of shiny product placement around her neck.
Though music has been an integral part of warm-up routines for years, Williams is one of a growing number of tennis players who wear headphones onto the court for matches. She has profited from the trend, securing an endorsement deal with Beats by Dre that has made her one of the brand’s most visible faces, especially as her Grand Slam pursuit has drawn heightened attention.
“I didn’t do it always, but I also started in an age where we had cassette players,” Williams, 33, said of wearing headphones onto the court.