Johnnie Walker has teamed up with sports icon Billie Jean King to celebrate women’s equality and achievements in sports and close the gender gap with an out-of-home (OOH) billboard campaign.
The campaign, which is a continuation of the earlier ‘First Strides’ initiative, features billboards with motivational quotes by King herself to inspire the next generation of female athletes to continue to push their boundaries and enable more future firsts for other women.
The billboards are all placed around US Open venue the USTA Billie Jean King National Tennis Center. The location and quotes are as follows:
Northern Boulevard and Broadway: “Create your legacy and pass the baton.”
Astoria Boulevard and Steinway Street: “It’s often been asked if I’m a woman or an athlete. I am an athlete. I am a woman.”
Northern Boulevard between 35th and 42nd Avenue: “It’s important to support those on the journey to break glass ceilings.”
Northern Boulevard and 48th Street: “Pressure is a privilege.”
Lie and Van Dam Street: “It wasn’t about a tennis match, it was about social change.”
Johnnie Walker will further be donating to the Billie Jean King Leadership Initiative, King’s not-for-profit organization dedicated to promoting diversity and inclusion in the workplace.
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