Serena Williams has a “Secret”

At the February 2020 MAKERS Conference in Los Angeles, Secret Deodorant announced its partnership with Serena Williams. These two collaborators will work toward promoting gender equality in sports, further boosted by their pledge of $1 million toward this goal. Since Secret debuted in 1958, the company has been a long-time supporter of women’s rights and advocate for women’s sports.

In an interview with Essence, Williams said, “I think Secret is obviously and clearly a supporter of supporting women’s issues, and I feel like the brand has become a leader in the fight for the cause. As you know, I was really vocal myself about gender bias.” Because of the important role that sport has played in Serena’s life, and because of her personal challenges facing gender bias, the partnership seems to be a perfect match.

To kick off their new partnership, Serena and Secret are conducting a study titled “Gender Inequality in Sports,” which will delve into the challenge of gender bias. The study will also explore how this bias manifests itself from high school sports programs through professional athletic programs. “Sports changed my life and I feel compelled to continue giving back to ensure a brighter future for women in sports,” Serena told Essence.