Secret Deodorant announced a new partnership with Serena Williams to further progress gender equality and pledged an additional $1 million in support of equality programs.
“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.”
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.
“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. While we can all probably make some assumptions about the issues women in sports face, this study will dig deeper to understand where and how this is really playing out,” said Williams. “Secret and I want to use these findings as fuel. We’re committed to shining a brighter light on what female athletes are uniquely up against, and then working toward solutions that will make a difference. 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.”
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 and public backing of soccer star Carli Lloyd’s NFL ambitions.
Secret has been a long time champion for women’s equality and an advocate for female athletes. “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.”
Williams hopes this partnership will continue growing the conversation around female athletes. “The reality is that, in many sports, there isn’t yet a level playing field for female athletes. There are fewer opportunities for women to play, particularly at the professional level. Coverage of men’s sports far outweighs that of women’s, and we know there is a pay gap between many female athletes and their male counterparts.” stated Williams. “As an athlete, as a mother, as a woman, I feel it’s important that those of us who can use our platforms and our voices to ensure we’re not only giving female athletes the attention they have earned, but working to create more opportunity for girls and women in sports, so that the next generation will know a very different world.”
Photo Source: Secret