You’ve seen the photos. Usually, it's a blurry Instagram shot from a high-profile party or a coordinated front-row appearance at a fashion show. Most people assume the friendship between Kim Kardashian and Serena Williams is just another "Hollywood thing"—a strategic alliance between two of the world's most recognizable faces.
They're wrong.
This isn't a PR stunt cooked up by agents in 2024. It's a twenty-year-long grind. Long before the billion-dollar valuations and the 23 Grand Slams, these two were already in each other's orbits.
The Closet Cleaner and the Champion
Honestly, the origin story is kinda wild. Back in the early 2000s, Kim Kardashian wasn't a household name. She was a "closet organizer" to the stars. She was basically the person you called when your walk-in was overflowing with designer labels you forgot you owned.
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Serena Williams was one of her first major clients.
Think about that for a second. Kim was literally sorting through Serena's laundry and organizing her sneakers while Serena was dominating the WTA tour. It was a professional relationship that turned into a genuine bond. They’ve seen each other through every messy headline, every trophy lift, and every career pivot.
Why the Bond Actually Stuck
Success is lonely. Especially when you’re at the level of a Kim or a Serena.
- They both understand the "villain" narrative the media loves to spin.
- They both transitioned from being the best in a single lane (tennis/reality TV) into becoming venture capital titans.
- They share a work ethic that most people would find terrifying.
When Serena married Alexis Ohanian in 2017, Kim was there. Not just as a guest, but as a confidante. Kim told Vogue that Serena is "the girl you can call and say anything to." That’s a rare commodity in a world where everyone wants a piece of your brand.
The NikeSKIMS Era: Business Meets Loyalty
In late 2025, we saw the culmination of this two-decade friendship with the launch of NikeSKIMS. It wasn't just another collab. It was a massive statement.
The campaign, titled "Bodies at Work," featured Serena alongside other elite athletes like Sha'Carri Richardson and Jordan Chiles. But seeing Serena front and center for Kim’s brand felt different. It felt like a full-circle moment.
The collection dropped in September 2025 with over 10,000 possible style combinations. Serena publicly joked that she had to give Kim "tennis lessons" after Kim posted a photoshoot in a pink Chanel bikini while holding a racquet totally wrong. That’s the kind of ribbing you only get from a real friend.
Breaking Down the Portfolio
It's not just about clothes. Both women have moved into the "serious" money of private equity and venture capital.
- Serena Ventures: Focuses on underrepresented founders, with a portfolio of over 85 companies.
- Skky Partners: Kim's firm, launched with Jay Sammons, targeting consumer products and luxury.
They aren't just influencers anymore. They are the ones writing the checks.
What Really Happened at the Met Gala
People still talk about the 2019 Met Gala after-party. Kim and Serena co-hosted it, and the vibe was basically "high-fashion meets fast food." They served McDonald's fries on silver trays.
Serena, who had spent the night in neon Off-White sneakers under her gown, basically threw the rules out the window. It showed a side of them that the public rarely sees: the "silly side." Kim has often said she wishes people could see how funny Serena actually is.
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The Reality of Celebrity Friendships
Is it all sunshine? Probably not. The pressure of being Kim Kardashian and Serena Williams means your every move is scrutinized. When the NikeSKIMS campaign launched, some critics called it "objectifying." Others praised it for celebrating female strength.
Through all the noise, they’ve stayed consistent. They show up for the launches, the birthdays, and the hard days that don't make it to the "Gram."
How to Build a "Power" Network
If you’re looking to take a page out of their book, it isn't about finding the most famous person in the room. It’s about longevity.
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- Start small: Your current "service" (like Kim’s organizing) could be the gateway to a lifelong partnership.
- Value privacy: Notice how little they actually leak about their private conversations? That’s why the trust is still there.
- Support publicly: When one wins, the other is the first to post the "GOAT" emoji.
To stay updated on their latest business moves, follow the SEC filings for Skky Partners or the public portfolio updates from Serena Ventures. Watch for the next NikeSKIMS seasonal drop in early 2026, which is rumored to focus on high-compression recovery gear. If you’re looking for a lesson in brand longevity, stop looking at the "likes" and start looking at the twenty-year timeline. That’s where the real blueprint is.