CINCINNATI--(BUSINESS WIRE)--Today, Secret Deodorant announced its partnership with the U.S. Women’s National Soccer Team (USWNT), which will span 2019. An extension of Secret’s new “All Strength, No Sweat” campaign, which honors barrier-breaking women who boldly pursue their passions without “sweating” the obstacles in their path, this partnership celebrates the strength, perseverance and unity exhibited by the team, both on and off the field.
Marking the launch of this partnership, Secret has debuted “Cheer for Each Other,” the newest video in its “All Strength, No Sweat” line-up. Inspired by women’s consensus that they are stronger when they work together*, “Cheer for Each Other” shines a light on the importance of women’s support of one another to their collective advancement. The video, which was created by an all-female creative and production team and features USWNT forward Alex Morgan, offers a powerful depiction of strength and how it may be achieved when women cheer for each other, even at a young age.
Secret is calling on all women to share their own personal “All Strength, No Sweat” stories and moments of cheering for each other for a chance to score tickets to a USWNT game. Now through April 15, Secret challenges women everywhere to celebrate those moments of #AllStrengthNoSweat via their social channels. One grand prize winner of the most inspiring story or moment will be selected to win a trip with five friends to watch the USWNT, receive a behind-the-scenes locker room tour and a meet and greet with players at one of their upcoming matches. To enter, applicants must upload a photo or video of their “All Strength, No Sweat” moment or story of cheer or teamwork to Instagram, tagging #AllStrengthNoSweat, #SoccerContest and @SecretDeodorant. See official contest guidelines here.
“As a leading brand for women, Secret believes that cheering for other women and teamwork will lead to progress,” said Sara Saunders, Associate Brand Director. “The U.S. Women’s National Soccer Team embodies this spirit and continuously tackles high-stress moments and fights for female advancement without breaking a sweat.”
Secret will also debut four limited-edition products as part of its Active collection, each featuring Alex Morgan, Mallory Pugh, Crystal Dunn or Julie Ertz on pack. Products will be available beginning April 1 for $4.99 at food, drug and mass retailers nationwide.
Secret was the first antiperspirant brand designed specifically for women, and for the past 60 years, Secret has been on the forefront of women’s lives, leading with innovation designed to provide superior odor and wetness protection. Through the years, the brand has proudly supported women’s advancement by portraying confident, modern women in its campaigns and communications. Its latest campaign, “All Strength, No Sweat,” is a continuation of this commitment to women, celebrating those who boldly challenge the status quo, push through barriers and stand up for what they believe in, without “sweating” the obstacles that may come their way. Secret challenges women everywhere to be all strength, no sweat.
About U.S. Soccer
Founded in 1913, the U.S. Soccer Federation has been the official governing body of the sport in the United States for more than 100 years. During that time, and especially over the past 30 years, soccer has grown tremendously at all levels. As U.S. Soccer looks towards the future, its mission is to make soccer the preeminent sport in the United States. With a long-term and strategic approach, U.S. Soccer is working to accomplish its mission by supporting its members to increase participation at the youth and adult levels and assist in developing world class players, coaches and referees while consistently winning at the highest levels on the international stage. In addition, U.S. Soccer is always striving to serve the fans by engaging with them in deeper and more meaningful ways. For more information, visit ussoccer.com.
*Based on a February 2019 CriticalMix survey of 500 U.S. women aged 18-54.