Secret Deodorant Launches “Not the First” Ad Featuring Serena Williams and Swin Cash


Secret Deodorant has released a campaign, “Not The First,” in recognition of International Women’s Day.

The spot highlights some of the most remarkable women in sports today while paying tribute to the women who paved the way for their professional success. The ad campaign stars tennis legend and successful businesswoman Serena Williams, as well as Olympic gold medalist and NBA New Orleans Pelicans executive Swin Cash. 

“Secret carries a strong reputation of supporting equal opportunity and representation for women,” said tennis legend Williams in a statement. “It is crucial to me that I use my platform to inspire change and support all women, particularly women of color because we are often overlooked and underestimated. I am excited and honored to partner with Secret to inspire a brighter future where women no longer have to be labeled as the ‘First.’”

Secret Deodorant is inviting women to watch “Not The First” (video below) and join the conversation on social media (#NotTheFirst) and to share a tribute to a woman who first inspired them to pursue their passion. Secret will also support a group of multicultural female influencers as they share their tributes and make a donation to an organization of their choice that works toward equality for women.

“As a woman of color, I understand the difficulties that can arise while trying to make headway in a male-dominated sports and media industry,” Cash said. “Secret has a history of supporting equal opportunity for women by spotlighting and celebrating our stories, and ‘Not The First’ is no different. I am honored to pay tribute to my role models, inspire honest dialogue, and motivate women to keep pushing so they aren’t the last!”

“At Secret, we are proud to continue our commitment to equal representation and to keep working until all women can live in a world where we don’t have to sweat equality,” said Sara Saunders, associate brand director, Secret. “Our ‘Not The First’ partners demonstrate unwavering strength and a relentless approach to empowering women of color. We hope ‘Not The First’ will encourage all women to share their incredible tributes, to help drive change.





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