Wednesday
Oct132010

Venus Williams Joins David Beckham To Get Active (2) For EA Sports

October 12, 2010: Venus Williams, who this month said that a knee injury would keep her off the tennis circuit for the remainder of 2010, will not be inactive. The world's No. 3 ranked women's player has signed a deal with EA Sports to become North American brand ambassador for the label's Active 2, a line of interactive fitness products that feature personalized, customizable workouts.

Williams joins international soccer star David Beckham as high-profile athletes endorsing Active 2, with Beckham having recently been named brand ambassador in Europe and Australia. Financial terms of the deal with Williams were not disclosed.

Although marketing support was not detailed, Williams is expected to appear in print, Internet and POP, as well as making personal appearances to support Active 2's scheduled North American launch on Nov. 16. Active 2 will be available on Kinect for Xbox 360, PlayStation3 and Wii, with versions for iPhone and iPod touch to follow at a later date.

According to EA Sports, Active 2 "focuses on improving muscular strength, endurance and flexibility, while providing an intense cardio workout, [combining] a heart rate monitor and wireless motion tracking data to deliver a fitness experience that achieves authentic, measurable results."

“Venus is one of the most recognizable, popular and accomplished tennis players in the world; her success can be attributed to both her talent as well as her dedication to fitness,” Jon Slavet, vp-product strategy for Active, said in a statement. “Her commitment to healthy living and ability to inspire others makes her a natural fit for EA Sports Active 2.”

According to Williams, “What I love about EA Sports Active is that it offers a variety of workouts that are both challenging and fun, which is important to keep me motivated. I’m excited to be working with EA Sports to show others that you can be active and reach your fitness goals while having fun at the same time.”

Williams last played in the the 2010 U.S. Open, losing in the semi-finals to eventual champion Kim Clijsters. Among the events she will miss is the Fed Cup finals in November and the WTA Championships.

Williams currently appears in national marketing for Nabisco's Oreo Double Stuf brand alongside Eli Manning, Shaquille O'Neal and Apolo Ohno. She also has deals with companies including American Express, Wilson and Coca-Cola's PowerAde. In addition, she oversees her own athletic and lifestyle clothing and shoe line, eleVen.

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