Sports Business Journal

Message of female empowerment needs action beyond surprise tactics

WHAT HAPPENS WHEN companies use female empowerment to sell products? Sometimes you get a Super Bowl commercial like the one Secret commissioned.

In case you missed it, the one-minute spot takes place in a packed football stadium. The game is on the line. The “Secret kicker” prepares for a crucial field-goal attempt. The ball sails through the uprights. The crowd goes wild. Then, the kicker and the holder remove their helmets to celebrate the win. The big reveal: They’re women! They’re actually two players on the U.S. women’s national soccer team — Carli Lloyd and

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