Serena Williams may be awesome on the court but she is also great at lending her voice to just and worthy causes. The tennis champion, philanthropist, businesswoman and mother has collaborated with the Allstate Foundation to design a special purple bag to kick off this year’s Purple Purse Challenge.

“A purse is symbolic of a women’s financial domain. We’re thrilled!  Serena Williams took that to heart when designing the purse and we’re confident it will encourage an even greater number of people to get involved and support the participating nonprofits,” Vicky Dinges, Allstate’s senior vice president of corporate relations told the public.

On average, 20 people per minute are physically abused by an intimate partner in the United States, according to the National Coalition Against Domestic Violence (NCADV). October marks Domestic Violence Awareness month, and in honour of this occasion, Serena Williams, world tennis champion, wife and mother, is doing her part to support victims of domestic violence.

This year, in lieu of a traditional purse, Williams has designed a purple backpack. It is made of soft purple leather and suede and features two front zippers and a tassel keychain. The bag is meant to represent the invisible abuse so many women face on a daily basis: financial abuse, something 99 per cent of domestic violence victims experience.

The annual October challenge galvanizes nonprofits across the country to raise money in support of domestic violence survivors. In 2017, the Purple Purse Challenge raised over $4 million, and since its inception in 2014, it has raised over $10 million.

It has been revealed that the organisation intends to distribute 300 of Serena Williams’s “Purple Purse” backpacks to shelters across the country in an effort to raise money for those affected by domestic violence.


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