Gordon S. Lang School of Business and Economics professor Dr. Katie Lebel discussed how Serena Williams harnessed the power of fashion throughout her career to Reuters.  

The article appeared in several publications including the National Post and the U.K.’s Daily Mail.  

“Sexism has been pretty pervasive when it comes to women´s clothing… The expectations around what women athletes should look like that been particularly steeped in that. Enter Serena and she pushed back against all this. I think she really rethought (the) uniform standards for women in tennis,” said Lebel.  

A professor in the Department of Management, Lebel researches gender equity, sport fandom, marketing, and communications. She is an affiliated scholar at the Tucker Center for Research on Girls & Women in Sport and a member of the National Network for Research on Gender Equity in Canadian Sport.