Today’s Video is the latest ad from Nike which debuted in the United States as part of the Oscar’s Live broadcast on Sunday night.
‘Dream Crazier’ is narrated by Serena Williams and addresses the ways in which Women are treated differently in sport and how that needs to change.
“If we show emotion, we’re dramatic, if we dream of equal opportunity, delusional, and if we get angry, we’re hysterical, irrational or just plain crazy,” she says in the voiceover against a background of powerful historic and current images.
The campaign is part of a major push by Nike to ‘recalibrate’ how it approaches Women in Sport.
“Our definition of sport is not fixed. In the 1970s, as the contours of gender barriers were shifting, Nike advocated for the implementation of Title IX, which came into being in 1972, just one year after the Nike name was established,” said Rosemary St Clair, Nike Women General Manager writing on Friday.
“Through the 1980s, Nike was there to support women in efforts to gain venues to compete. Twenty years ago, the way we defined sport was still rather narrow. It was traditional — team sports and individual sports such as gymnastics and tennis.”
“Today, we are at a turning point for women in sport. The definition of sport has broadened overall; we recognize that the same lessons in self-esteem and confidence that come from participation in traditional sports also come from yoga, boutique fitness, functional fitness and so much more. We see superhuman ability not only in elite athletes but in the efforts of our peers.”
As we head toward’s International Women’s Day next week, and a host of events and campaigns that we will bring to you on Sport for Business, this is yet another powerful statement of why the campaign for equality of opportunity is so important.
