Serena Williams Becomes the New Face of Weight-Loss Drugs with GLP-1 Campaign
Tennis legend Serena Williams has stepped into a new role off the court, becoming the surprising face of weight-loss medication in a fresh advertising campaign. The 23-time Grand Slam champion is now fronting ads for GLP-1 weight-loss drugs, marking a bold move by telehealth company Ro to push these treatments into the celebrity spotlight.
Serena Williams Opens Up About Her Weight Journey
In the new commercials, Serena Williams candidly shares her experience of losing weight after childbirth. She explains how GLP-1 medication helped her shed 31 pounds, describing it as “the medicine my body needed” after having children.
Her involvement is not just personal — her husband, Alexis Ohanian, is a board member and investor at Ro, making this a deeply connected partnership. Serena will appear in TV commercials, digital ads, and billboard campaigns as part of a multi-year deal.
Why Serena’s Endorsement Matters
Until now, advertisements for GLP-1 drugs such as Ozempic and Wegovy (both made by Novo Nordisk) mostly featured anonymous actors or generic portrayals of patients. Serena Williams’s presence marks a new era of celebrity-backed weight-loss drug endorsements.
According to Ro CEO Zach Reitano, Serena is the perfect choice because she challenges the stereotype of who might use these medications.
“The very idea that some people will say, ‘She doesn’t need this, she shouldn’t be on it,’ is why she’s perfect for it. It challenges the narrative of who can benefit from these tools,” said Reitano.
Growing Popularity of GLP-1 Drugs
Between 8% and 10% of Americans are already using GLP-1 treatments, according to PwC research.
These drugs were originally developed to treat diabetes but quickly gained popularity for their dramatic weight-loss effects.
Over the past few years, advertising for GLP-1s has skyrocketed, especially through telehealth providers like Ro and Hims & Hers.
Ro previously partnered with NBA Hall of Famer Charles Barkley, who openly demonstrated injecting himself with the drug in an advert. The company hopes Serena’s story will make the medication feel more relatable, particularly to people who exercise and eat well but still struggle with weight loss.
Controversy and Criticism
Despite their success, GLP-1 drugs remain highly controversial.
Past Advertising Backlash: Ro faced criticism in 2023 for a New York subway campaign that showed close-ups of bellies being injected with the drugs. Critics argued it glorified weight loss and encouraged unsafe use.
Super Bowl Spotlight: Rival brand Hims & Hers aired a GLP-1 ad during this year’s Super Bowl. Politicians complained it failed to mention side effects, while body-positivity activists accused it of promoting body shaming.
Medical Concerns: Some doctors warn of risks if these drugs are misused, including nutrient deficiencies and malnourishment.
Even in Hollywood, where GLP-1s are widely rumoured to be popular, most celebrities have stayed quiet. Only a few, like Oprah Winfrey, have spoken publicly about using them.
Breaking the Silence Around Weight-Loss Medication
Ro’s campaign with Serena Williams aims to normalise conversations around weight loss and obesity. CEO Reitano points out that many users remain secretive about taking GLP-1s because of stigma.
“The majority of people will still not tell someone else that they’re using the medication,” he explained.
By partnering with one of the world’s greatest athletes, Ro hopes to change that narrative — moving the discussion away from secrecy and shame, towards open acceptance and healthcare innovation.
Final Thoughts
Serena Williams’s decision to endorse GLP-1 weight-loss medication is a turning point for the industry. Her involvement highlights how weight struggles can affect anyone — even elite athletes — and brings the conversation into the mainstream.
While the move is likely to spark debate, it also signals a powerful shift towards celebrity-backed health campaigns, potentially reshaping how society views weight management and medical treatments.
Key Takeaway: Serena Williams is using her platform to highlight GLP-1 drugs, sparking conversations about weight, health, and stigma in a way few celebrities have dared to do before.
Sources: Bloomberg, PwC research, Ro official statements.
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