Nike’s new message women is simply to “dream crazier”
The new spot made its first television appearance during the Oscars, but initially released online and through social media.
The Serena Williams-voiced ad tackles the issue of women in sports showing emotion during tense moments in the heat of battle – including the Seattle Storm’s Sue Bird, the Phoenix Mercury’s Diana Taurasi, and Minnesota Lynx head coach Cheryl Reeve.
The message is that those women displaying any modicum of emotion are seen by many in the corners of society as “crazy” and unladylike. It also makes note that the thought of women even participating in competitive sports and displaying athleticism – such as Lisa Leslie dunking, or Becky Hammon coaching a men’s basketball team — was seen as “crazy” at one point in time.
A plethora of notable women in sports are featured – including Simone Biles, Simone Manuel, and the United States’ Soccer Women’s National Team as well as Williams herself.
When we stand for something, we’re unhinged. When we’re too good, there’s something wrong with us. And if we get angry, we’re hysterical, irrational, or just being crazy.
But a woman running a marathon was crazy. A woman boxing was crazy. A woman dunking – crazy. Coaching an NBA team – crazy. A woman competing in a hijab, changing her sport, landing a double-cork 1080, or winning 23 Grand Slams, having a baby, and then coming back for more – crazy, crazy, crazy, crazy, and crazy.
As has been noted, the ad is only one dimension of Nike’s new ad campaign…
— WNBAKicks (@WNBAKicks) February 24, 2019
— The Sky Show CHI (@TheSkyShowCHI) February 24, 2019