Secret Deodorant Announces Partnership With Serena Williams to Advance Gender Equality
February 12 2020 - 9:00AM
Business Wire
Pledges Additional $1 Million in Support of
Equality Programs for Women and Girls
At the 2020 MAKERS Conference in Los Angeles, Secret Deodorant,
a longtime champion of women’s equality and advocate for female
athletes, announced a new partnership with Serena Williams to
further progress gender equality and pledged an additional $1
million in support of equality programs.
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the full release here:
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Secret Deodorant Announces Partnership
With Serena Williams (Photo: Business Wire)
As the archetype of strength, determination and perseverance to
achieve her goals and break records, Williams offers her unique
experience and perspective as a female athlete and change agent. To
begin, she and Secret are conducting a study on “Gender Inequality
in Sports” to explore gender bias and the ways it surfaces at
different levels of play, from high school athletics to
professional sports.
“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 years by taking real action to support female
athletes,” stated Williams. “Sports changed my life and I feel
compelled to continue giving back to ensure a brighter future for
women in sports. I am incredibly honored to join forces with Secret
and look forward to partnering closely to further the fight for
gender equality for all athletes.”
This partnership includes several campaigns featuring Williams
and builds upon the brand’s long-standing efforts and commitment to
combating gender inequality. In 2019 alone, Secret has contributed
more than $1 million to support gender equality, including:
- A $529,000 donation to the United States Women’s National Team
Players’ Association to close the gender pay gap in soccer
- The purchase and donation of 9,000 tickets to the National
Women’s Soccer League games to equalize game attendance and boost
teams’ revenues
- A commitment to the next generation of female athletes via
support of the Girls Leading Girls organization
- Public backing of soccer star Carli Lloyd’s NFL ambitions
“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,” said Sara Saunders,
Associate Brand Director, Secret. “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.”
This effort is supported at the highest levels of Procter &
Gamble, makers of Secret.
“At P&G, we believe an equal world is a better world for all
of us. We are committed to using our brand voices to help spark
conversations, change mindsets and drive real societal change,”
said Carolyn Tastad, Group President, North America and Executive
Sponsor, Gender Equality at P&G. “Secret has been a strong
supporter of women for decades – igniting important conversations
around equality – and I am incredibly proud of the work they are
doing to advance gender equality in sports and beyond.”
For more from Secret, visit Secret.com, or follow Secret on
Instagram (@SecretDeodorant), Facebook (Facebook.com/Secret),
Twitter (@SecretDeodorant) and YouTube
(YouTube.com/SecretDeodorant).
About Secret
Secret was the first antiperspirant brand designed specifically
for women, and for the past 60 years, Secret has been on the
forefront of women’s lives, leading with innovation designed to
provide superior odor and wetness protection. Through the years,
the brand has proudly supported women’s advancement and equality
through its campaigns and communications. Its latest campaign, “All
Strength, No Sweat,” is a continuation of this commitment to women,
celebrating those who boldly challenge the status quo, push through
barriers and stand up for what they believe in, without “sweating”
the obstacles that may come their way. Secret challenges women
everywhere to be all strength, no sweat.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20200212005084/en/
Press Contact: Sarah Black, DeVries Global 212-546-8533 |
sblack@devriesglobal.com
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