Winner
Meditation brand Calm has been a master in speaking out at critical culturally relevant moments to propel its brand. (Remember its CNN sponsorship on Election Night?) Now, as a number of brands such as Nike and Sweetgreen speak up in support of Naomi Osaka, Calm is taking things a step further by offering to pay all fines for players who are punished for opting out of Grand Slam tennis tourneys for mental health reasons. Calm is also donating $15,000 in honor of Osaka to Laureus, a French organization that supports mental health of young people through sport, and says it will match any fines with an additional $15,000 donation to the organization.
