Tennis champion Serena Williams has signed a deal with Procter & Gamble’s brand Secret to support its gender equality work. As part of the partnership, Williams will appear in ads for Secret’s ‘All Strength No Sweat’ campaign, which is due to be released next month.
Secret creates antiperspirants and deodorants in both stick and aerosol format. According to a report by AdAge, Williams and Secret are to launch a study looking at how gender bias surfaces in sports, from high school to professional levels. In a statement, Williams said: “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 partnership closely to further the fight for gender equality for all athletes."