Women’s tennis has a long tradition in the struggles for gender equality. In the article we study three female tennis stars from the different eras. They are Suzanne Lenglen in the 1920s, Billie Jean King in the 1970s and Serena Williams whose career has lasted for the past twenty years. Our analysis is based on a theoretical reading: we utilize the feminist methodology and Richard Dyer’s views on star images. Our source material consists of historical accounts as well as biographies, documentary and social media texts.

Lenglen can be called as a sporty flapper who revolutionize the style of playing and dressing in women’s tennis. She acted as liberating force in the era in which the rules and style of Victorian society still affected women’s daily life. Like Lenglen, also Billie Jean King emphasized the importance of professionalism. King was the most influential feminist-athlete in the 1970s. The establishment of the pro tour can be considered as her greatest achievement in women’s tennis. Serena Williams has fought, in particular, for the rights of black women. She has also repeatedly spoken about improving the status of female athletes. In her activism for equality and non-discrimination, Williams has taken the advantage of social media. However, as the multiple othering of Williams indicates, there is still abundantly obstacles along the way to gender equality in the world of sport, as well as in society at large.