Morgan Stanley’s new global partnership with the Women’s Tennis Association puts the value of giving back into action, having established a series of initiatives that benefit athletes, their families and coaches. A newly unveiled financial empowerment program, What Moves You, helps female tennis players “[take their] game further, on and off the court.” Focusing on three different pillars – advice, education and awareness, and leadership strategies – What Moves You helps these athletes build their brand and surround themselves with the right team. Building on the partnerships vision for expanding access to the game of tennis, Morgan Stanley is also the exclusive presenting partner of the WTA’s Come Play initiative, which utilizes tennis to positively impact communities and encourage girls of all ages and abilities to lead healthy and productive lives on and off the court.
Additionally, Morgan Stanley recognized an opportunity last year to action on their brand commitment to promoting DEI. Inspired to push for the inclusion of women and other historically marginalized groups in the space economy, Morgan Stanley launched Creating Space in collaboration with CNN. The goal of the partnership was to imagine a spacesuit that would provide expanded access to space for women and break down barriers for a new generation of space explorers. As a result of this initiative, Morgan Stanley created the conceptional ‘The Access I’ spacesuit, with improved mobility measures for astronauts with a variety of body types.
Late last year, Morgan Stanley also collaborated with fashion brand Rebecca Minkoff to reimage the iconic ‘Banker Bag.’ “The impact on employees and women on Wall Street exceeded my expectations,” Milligan said. With a stylish and functional upgrade, the redesigned bag is a symbol of belonging and confidence for women on Wall Street and was amplified with the firm’s first test-and-learn social influencer program across Instagram and TikTok to reach broader audiences.
Source: interbrand.com
