Moroccanoil has announced a partnership with the world’s leading women’s professional sport organization, the Women’s Tennis Association (WTA). In addition to being the exclusive hair care sponsor of the WTA throughout the 2019 season, Moroccanoil will partner with the WTA to expand upon its INSPIRED BY WOMEN platform, created in 2014 to inspire, celebrate and empower women around the world.

Through the digital short-film series INSPIRED, Moroccanoil will provide WTA athletes a global platform to highlight the philanthropic initiatives they support and the change they bring to communities around the world. The first collaborative feature debuted on January 29 on Moroccanoil.com with an inspiring look at Madison Keys’ mission to make a difference through her work with FearlesslyGiRL, an internationally recognized organization that encourages a kinder, more supportive environment among young girls.

The series will continue throughout the global tennis season, spotlighting new players and stories that are creating a positive impact. 

“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.”

“We are so very happy to announce this perfect match between Moroccanoil and the WTA,” says 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.”  

The brand says women have always been the inspiration behind their luxurious, performance-driven and easy-to-use beauty product. Moreover, The brand’s own journey started with a pivotal moment of inspiration that led Tal to create an all-new oil-infused hair care category and an iconic brand in less than a decade.

Fans and viewers are encouraged to be part of the INSPIRED BY WOMEN conversation by sharing a woman in their life who inspires them via social media using the hashtag #InspiredByWomen. For more information about INSPIRED BY WOMEN™, visit InspiredByWomen.com. To watch the debut INSPIRED film, go to YouTube.com/Moroccanoil.