Serena Williams is teaming up with Secret Deodorant to advocate for equality for women in sports. Williams is always at the top of her game in tennis, but she also continuously champions for women’s rights.
Secret Deodorant announced the partnership with Williams at the 2020 MAKERS Conference, and pledged an additional $1 million in support of equality programs.
Williams shared her excitement for the work she is doing with the company in a statement released by Secret.
“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” Williams said. “The Secret brand has been answering that very call for years by taking real action to support female athletes.”
Williams added, “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.”
The Secret initiative builds upon the brand’s long-standing efforts and commitment to combating gender inequality. In 2019, Secret contributed more than $1 million to support gender equality, including:
- Public backing of soccer star Carli Lloyd’s NFL ambitions
- A commitment to the next generation of female athletes via support of the Girls Leading Girls organization
- The purchase and donation of 9,000+ tickets to the National Women’s Soccer League games to equalize game attendance and boost teams’ revenues
- $529,000 donation to the United States Women’s National Team Players’ Association to close the gender pay gap in soccer
The associate brand director at Secret, Sara Saunders, is also as excited as Williams about the partnership as Secret champions for women in sports.
“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.”
For more from Secret, visit their website.