23-time grand slam champion Serena Williams is taking her campaign for gender equality to a new level after forming a partnership deal with the American deodorant manufacturer Secret.
The high-profile collaboration has been marked by Secret pledging to donate $1 million in support of quality programs. Williams will be working alongside the company to help identify areas where investment can be made in order to bridge the gender gap. One of the first assignments for the former world No.1 will see her launch a study on gender equality in sports. The aim of the study is to identify key areas to invest in based on information from high school, college and professional athletes.
“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,” Williams said in a press release.
“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.”
Williams, who lost in the third round of the Australian Open last month, will also front a series of promotional campaigns in the near future. Secret has a reputation of supporting women’s sports. In the past, they have also donated $529,000 to the United States Women’s National Team Players’ Association.
“[Secret] has a history of supporting women’s issues and fighting for women’s equality,” the 38-year-old told wwd.com earlier this week. “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.”
Throughout her career, the American has been a vocal supporter of equal rights. Last year at Wimbledon, she told reporters ‘the day I stop fighting for equality … will be the day I’m in my grave’ when challenged about her commitment to tennis.
Whilst one of the most prestigious sportswomen in the world, Williams admits that it is key that her male counterparts also support the move to fight gender inequality. Ranging from topics such as pay to endorsement opportunities.
“I feel like what people don’t realize is that we need men to use their voice as much as women. You are not going to get equal anything if men aren’t helping and vice versa,” she says. “A group singing is louder than a solo singer. It’s important to have a group get together and to sing.”
No financial details have been provided regarding Williams’ latest business venture. According to Forbes magazine, she was the 63rd highest paid athlete in the world in 2019 and the highest paid woman. Making an estimated $25 million in endorsements alone.
