New Nike advert celebrates women in sports breaking down barriers
Nike’s new “Dream Crazier” ad for the “Just Do It” campaign features women throughout history breaking down barriers in sports.
The commercial, narrated by Serena Williams and featuring an all-female cast, shows women in sports ranging from running to tennis to boxing being celebrated for their passion.
Nike’s new “Dream Crazier” ad, which aired last night during the Oscars, celebrates women in sports breaking down many of the barriers that have existed over the years-and, in some cases, still continue.
Narrated by tennis star Serena Williams, the commercial features female athletes of a whole host of sports, including Sarah Reinertsen, an Ironman triathlete and Paralympian; Caster Semenya, a South African 800-meter runner often called out because her naturally high levels of testosterone; and Paralympian wheelchair racer Tatyana McFadden.
The ad focuses on insults often hurled at women in sports, and the double-standard they are often held to-if they show emotion, they’re called dramatic, if they dream of equal opportunity, they’re delusional, or if they get angry, they are hysterical, for instance. Or, as the ad says, they are just being “crazy.”
In fact, the ad prominently shows a woman attempting to fend off marathon officials trying to pull her off course, similar to what happened to Kathrine Switzer (not depicted in this ad) during the 1967 Boston Marathon.
“But a woman running a marathon is crazy,” Williams narrates over a clip of the event, demonstrating the commonly held belief at the time.
As the ad goes on to show, being called “crazy” for being passionate is a good thing.
“If they want to call you crazy, fine. Show them what crazy can do,” Williams says at the end.
The women in the ad are celebrated for breaking down barriers, and broadening the definition of sport-and women’s participation in them.
“Today, we are at a turning point for women in sport,” Rosemary St. Clair, vice president and general manager of Nike Women, said in a statement. “The definition of sport has broadened overall; we recognise 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.”
This ad serves as a reminder to women to keep pushing forward, despite the criticism they may face.
“Nike continues to champion female athletes and change the game for women in sports as it has for more than 40 years-inspiring and enabling female athletes of all levels to achieve their potential in sport and fitness,” a Nike spokesperson told Runner’s World.
