Nike Women’s YouTube channel released an ad campaign on June 23, 2012, entitled “Voices”. Featuring athletes Joan Benoit Samuelson, Marlen Esparza, Lisa Leslie, and Diana Taurasi, Nike makes a statement about women in sports with their own hashtag, #MAKETHERULES. These strong women answered questions about the setbacks they encountered on their path to breaking ground in their various athletic fields. It’s rather appropriate, considering the upcoming 2012 Summer Olympics. To give you more insight on the impact of the video, here’s a short descriptor on each woman featured in the ad:
Joan Benoit Samuelson, 55, is the world’s first-ever women’s Olympic marathon champion.
Marlen Esparza, 22, is the first American female boxer to qualify for the 2012 Olympic Games.
Lisa Leslie, 39, is a 4 time Olympic Gold Medalist for basketball and is also a model.
Diana Taurasi, 30, is a 2 time Olympic Gold medalist for basketball and is on the Olympic team this year.
The fact that Nike was able to showcase how these strong women would #maketherules to become legends in their own right is a brilliant way to break ground with advertising, where women are usually objectified in American advertising, and strengthen their brand in the eyes of many young women this advertisement targets. Well done, Nike.