Procter & Gamble Co.’s Secret has signed Serena Williams around the brand’s gender-equality work, donating an additional $1 million to the cause to which the brand has already donated $1 million in the past year.
As a part of the deal, the former World No.1 will appear in ads for Secret’s “All Strength No Sweat” campaign commencing next month. The campaign will be launched with a study in sports and how gender bias takes place from high school to professional levels”.
“We’re going to take those learnings and identify the key opportunities for how we—Serena and Secret—are going to spend the next $1 million,” said Sara Saunders, Associate Brand Director for Secret.
“We really want to understand things from the women themselves who are living it. The key reason we wanted to sign Serena is that she has the insight into equality and bias on a much deeper level because of the career that she’s had”.
“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 in a statement. “The Secret brand has been answering that very call for years by taking real action to support female athletes.
Sports changed my life and I feel compelled to continue giving back to ensure a brighter future for partnership closely to further the fight for gender equality for all athletes”. Speaking about how Williams’ was thought about for this campaign, Saunders explained, “We know from a personal side that she’s a dedicated sister, daughter and mother. We just felt that she was a really well-rounded champion who really fit well with our brand”.