Leveraging for the Future

Alex Morgan Leverages Her Brand for Others

March 8^th marks a day known as International Women’s Day. This day, started in 1911, celebrates “the social, economic, cultural and political achievements of women”. Although the day is not ran by any single organization or group, an ever growing collection of firms are aligning themselves with the cause and thus it has grown into a truly international day of celebration.

Megan Rapinoe, Alex Morgan, and Christen Press

On March 8^th, 2019 Alex Morgan teamed up with 28 members of the Women’s National Team to file a lawsuit against the US Soccer Federation over pay equality and working conditions. The team identified issues of “institutional gender discrimination” and has affected other working conditions such as when and where they play, training, medical treatment, as well as paychecks.

Many organizations have come out in support of this movement, and thus teamed up with Morgan in spreading the word in an effort to end this discrimination. Companies such as Luna bars (@LUNAbar), Time magazine, FIFPRO (@FIFPro), and Time’s Up (@TIMESUPNOW) have used their brand to leverage Morgan and her causes.

The latter, Time’s Up recently teamed up with Morgan at a game in Chicago on October 6^th. Morgan, through her Twitter, pushed the cause by inviting all fans to wear white, a symbol of equality, and join her, the players (@USWNTPlayers), and Time’s Up in an effort to show their support for the cause as well as the lawsuit filed on March 8^th.

White, Alex Morgan, Time's Up, Gender Equality, Chicago Stadium, Racheal McAdams

Wearing white in solidarity

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