Danica Patrick and Secret

Danica_2_1 Which athlete is being called "the top candidate to replace Michael Jordan as the top athlete endorser?"  A high profile NFL player?  The world’s number one golfer?  An up and coming NBA all star?  I’ll tell you his name…..

Danica Patrick

Do I know how to call ’em or what?  For those of you who have been living either under a rock or with an extreme allergy to sports, Danica Patrick is a 23 year old Indy Racing League driver.   She was the 2005 Indy Racing League Rookie of the Year.   

Danica Patrick has just signed a deal with Proctor and Gamble to promote Secret antiperspirant.   She’s previously shunned any beauty or personal-care product endorsements – so why Secret?    


Two years ago Secret changed it’s slogan from "Strong enough for a man.  Made for a woman" to "Strong enough for a woman."  Seems like a pretty good fit. 

“Danica really embodies the brand character of secret, which is a strong-yet-feminine woman,” a P&G spokeswoman said. “Her individuality, her persistence -– really she embodies several qualities of what the Secret brand represents.

It doesn’t hurt that Ms. Patrick performs in a sweaty, high-risk sport where she not only competes against men but also beats them."

Sure – Danica Patrick looks like an advertiser’s dream.  But the next Michael Jordan?   

Consider this – Thanks to what many now call “Danica Mania,” the Nashville Speedway recently was sold out for a July race in which Ms. Patrick also led briefly before finishing seventh. And the IRL’s TV ratings are up 49% this year.

Nascar, the last bastion of good-old-boy male testosterone, has launched a diversity and driver-development programs designed to bring women drivers into the sport.

Nike and Dove aren’t the only ones featuring "real women" in their ad campaigns. 

This entry was posted in Stereotypes of women in the media and tagged , . Bookmark the permalink.

6 Responses to Danica Patrick and Secret

  1. Israelis hold to their hard line

    Click here for latest breaking news updates and photos

  2. Real President Promises Signings

    a very clear idea of what the club needs. In a short while we will have a perfectly constructed squad. It will be a fantastic team that

  3. Consumer Confidence Stable for Sixth Week

    onsumer Confidence Has Stayed Stable for Six Weeks

  4. Doctors Grapple With Lack of Volunteers for Cancer Studies

    oo Few Cancer Patients Know About Ongoing Clinical Trials

  5. the New York says:

    Isiah Will Introduce Dumars at Hall Induction

    FREE PRESS. Only those previously enshrined can introduce new members. Thomas, now the coach and president

  6. I must agree, Danica Patrick has been breaking boundaries and is on track to be the most highest paid female athletes in the USA.

Comments are closed.