23-time Grand Slam champion Serena Williams is the latest brand ambassador for P&G's Secret Deodorant, teaming up with the brand to promote gender equality in sports. Speaking to WWD, the 38 year old Williams says, “[Secret] has a history of supporting women’s issues and fighting for women’s equality.
That’s what I do. I fight for equality and I’m vocal about gender bias. It only makes sense for me to join in this charge with Secret”. As part of their collaboration, Secret and Williams will be conducting a study on gender inequality in sports to see how gender bias plays out for athletes from high school players to professional sports leagues, following which the brand will donate $1 million to organizations that address these issues.
Serena has been vocal about gender inequality issues throughout her career as has the Secret brand. In July, the brand made a $529,000 donation to the U.S. Women’s National Soccer team — who were vocal about earning less than their male counterparts — after their World Cup win.
Secret also released a Super Bowl LIV commercial that focused on gender inequality in sports by highlighting female football players. Williams had commented on their collaboration. "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. 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”.