Secret teams up with Williams to promote gender equality
Secret, the American Procter & Gamble-owned deodorant brand, has partnered with women’s tennis legend Serena Williams to promote gender equality in sport.
The partnership will include several campaigns featuring Williams (pictured), starting with a study on gender inequality in sports, which aims to explore bias at different levels, ranging from high school athletics to professional sport.
The brand will then donate $1 million to organisations that address the issues.
Williams said: “It’s very important to me that I use my platform to bring attention to the many issues faced by women in sports and to call for meaningful change. The Secret brand has been answering that very call for year by taking real action to support female athletes.
“Our goal in commissioning a study on gender inequality in sports is to uncover some of the very real ways that female athletes at all levels of play are experiencing inequality. Secret and I want to use these findings as a fuel. While Secret as a brand will be leading the way, we absolutely hope others will join us, not only in raising awareness but in making change happen.”
Sara Saunders, associate brand director for Secret, said: “There are so many issues women have to sweat—from fewer opportunities, balancing a burgeoning career with family plans, to earning wages that are fair and sustainable. In partnership with Serena—one of the world’s foremost athletes and an icon of strength—we are eager to further explore into how these inequalities play out in sports and work together to effect tangible progress.”
Last year, Secret spent more than $1 million launching several initiatives to address gender inequality in sports, including a $529,000 donation to the US Women’s National Team Players’ Association that is campaigning for pay equality, and buying and distributing 9,000 tickets to National Women’s Soccer League games to boost attendances and team revenues.
The brand also released a commercial for the recent Super Bowl featuring female soccer players