# Branded Women-Equality Inniatives Secret Deodorant Donates to Women's Soccer Team Equality Fight By Grace Mahas | Published 2019-07-25 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/secret-deodorant References: [refinery29](https://www.refinery29.com/en-us/2019/07/237857/us-womens-soccer-team-secret-deodorant-equal-pay-donation?utm_source=feed&utm_medium=rss) & [nytimes](https://www.nytimes.com/2019/07/14/sports/soccer/uswnt-equal-pay-ad.html) Secret Deodrant, the iconic woman's deodorant company owned by Proctor & Gamble, recently announced its support for the World Cup-winning [U.S. Women's National Soccer Team's](https://www.trendhunter.com/trends/henkel-house) (USWNT) fight with the federation to ensure equal pay. The team is suing the federation, and in an effort "to be on the right side of history," Secret donated $529,000 USD to the [U.S. Women's National Team Players Association](https://www.trendhunter.com/trends/official-hydration) --- $23,000 for each of the 23 players on the team's current roster. Other brands have followed suit, such as [Nike](https://www.trendhunter.com/trends/dove-super-bowl) who released an ad stressing the importance of equality for women in sports and women empowerment. In addition, Visa announced a five-year sponsorship to the USWNT on the condition that half of the funds be in support of the women's national team and other women-specific programs. These pay equality movements by major brands signal consumers' dedication to gender equality, specifically in sports. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 49% | Activity: 35% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### What's Driving This Trend - **Gender Equality in Sports:** Supporting pay equality in women's sports can create opportunities for brands to align with consumer values and empower female athletes. - **Corporate Social Responsibility:** Brands demonstrating social responsibility by supporting women's equality initiatives can enhance their reputation and build customer loyalty. - **Consumer Demand for Inclusive Brands:** Consumers are increasingly seeking out brands that advocate for gender equality, providing opportunities for companies to differentiate themselves in the market. ### Who This Affects Most - **Sporting Goods:** The sporting goods industry can take advantage of the growing demand for equipment and apparel that supports women's sports and empowerment. - **Advertising and Marketing:** Opportunities for advertising and marketing agencies arise from helping brands communicate their commitment to gender equality and women empowerment. - **Athletic Apparel:** The athletic apparel industry can innovate by designing products that cater to the specific needs and preferences of female athletes, promoting inclusivity. ## Related on Trend Hunter - [Antiperspirant Sports Partnership Campaigns](https://www.trendhunter.com/trends/dove-x-the-us-open.md) - [Female-Athlete Hydration Initiatives](https://www.trendhunter.com/trends/gatorade-x-wnba.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Esteem-Boosting Campaigns](https://www.trendhunter.com/trends/dove-super-bowl.md) - [Empowering Body-Confidence Sports Ads](https://www.trendhunter.com/trends/doves-2024-super-bowl.md) - [Empowering Female Athlete Campaigns](https://www.trendhunter.com/trends/dove-and-sports-illustrated.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Women-Sponsoring Branding Initiatives](https://www.trendhunter.com/trends/tj-maxx.md) - [Athlete-Backed Menstruation Campaigns](https://www.trendhunter.com/trends/sportyourperiod.md)