ST PETERSBURG, FL, USA – The WTA has announced a new strategic partnership with Moroccanoil, the global leader in oil-infused beauty. In a shared mission to inspire, celebrate, and empower women, the two brands will launch a series of videos featuring the philanthropic efforts of WTA athletes around the world, further expanding the reach and impact these initiatives can achieve.
The first collaborative feature debuts today on InspiredByWomen.com with an inspiring look at Madison Keys’ mission to make a difference through her work with FearlesslyGiRL, an anti- bullying organization which encourages a kinder and more supportive environment among young girls. The series will continue throughout the WTA’s global tennis season, spotlighting different players as an extension to Moroccanoil’s INSPIRED BY WOMEN™ platform and digital short-film series ‘INSPIRED.’
“We are so very happy to announce this perfect match between Moroccanoil and the WTA,” stated WTA President, Micky Lawler. “There is a remarkable life story behind each of the WTA’s extraordinary athletes that cannot be told in match wins or record titles. The INSPIRED series is a creative and positive platform for both Moroccanoil and the WTA to share how our champions channel their passion off-court into making a difference and blazing new trails.”
“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,” says Moroccanoil Co-founder, Carmen Tal.
“We are thrilled to celebrate the next chapter of INSPIRED and announce this new partnership with an organization who shares our vision so profoundly. Someone who embodies what it means to inspire by example is legendary founder of the WTA, Billie Jean King. By creating the WTA and advocating for equality, she revolutionized the world of women’s sports, so it is only fitting that we turn to a partner that truly epitomizes what strength, passion and determination can achieve.”
The new alliance honoring the service and leadership qualities of WTA athletes continues to celebrate the WTA’s charitable mission of enhancing the philanthropic and community service goals of its members, on and off the court. The inspirational projects highlighted in the ‘INSPIRED’ series enables the WTA to uniquely illustrate the global impact women’s tennis can achieve, one cause and community at a time.