Moroccanoil partners with the Women's Tennis Association for a series of inspirational videos starring female athletes.
In the summer of 1973, Billie Jean King stood up for female athletes by founding the Women’s Tennis Association. In a similar spirit decades later, pro player Madison Keys traveled to schools to help connect girls and advocate for anti-bullying. Her efforts kicked off a short video series created by the WTA and beauty brand Moroccanoil.
As the exclusive hair care sponsor of the WTA for the 2019 season, Moroccanoil teamed up with the organization to expand Inspired By Women, a special platform established in 2014 to empower women around the world. This partnership provides WTA athletes with the opportunities to showcase the positive changes they bring to communities and their philanthropic efforts through a short-film series.
“There is a remarkable life story behind each of the WTA’s extraordinary athletes that cannot be told in match wins or record titles,” Women’s Tennis Association President Micky Lawler says.
Keys’ video kicked off the series and featured FearlesslyGiRL, an organization aiming to encourage a kinder and more supportive environment among young girls. On screen, the girls tearfully describe the desires to stay true to themselves in the future. Throughout the global tennis season, Moroccanoil will continue the series to highlight new players and stories that are affecting the world positively.
“Our Inspired By Women platform is so much more than a campaign for us—it’s a lifelong project to celebrate, inspire and empower women around the world,” Moroccanoil co-founder Carmen Tal says.
Fans and viewers can also be part of this initiative by posting about the powerful women in their lives on social media using #InspiredByWomen. Lawler says, “The Inspired series is a creative and positive platform for both Moroccanoil and the WTA to share how our champions channel their passion offcourt into making a difference and blazing new trails.”