Nike's 'Dream Crazier' commercial highlights how women in sport are consistently demeaned, being seen as "dramatic," "irrational," "hysterical," or "crazy" for showing emotion, getting angry, or just being too good.
This has been seen in the media portrayals of top athletes such as Serena Williams and Abby Wambach more recently, and has been a running theme since women first entered the space. Nike considers the impact of this damaging narrative in 'Dream Crazier,' considering how these labels have been attached to women who have dared to succeed, and how if male athletes were to display the same qualities, viewers and media outlets wouldn't bat an eye.
With this, Nike suggests that women in sport shouldn't be discouraged if they're labeled in such a way, and instead, "Show them what crazy can do." Due to its resonating message, the spot was one of the most watched ads across YouTube in 2019.
Reclaimed Label Sports Ads
Nike's 'Dream Crazier' Ad Highlights the History of Women in Sport
Trend Themes
1. Demeaning Portrayals of Women in Sports - Opportunity for brands to challenge stereotypes and empower women athletes.
2. Embracing Female Emotions in Sports - Opportunity to reshape cultural norms around femininity and athleticism.
3. Impact of Influential Sports Advertising - Opportunity for brands to create meaningful and inspiring narratives for women in sports.
Industry Implications
1. Sports Apparel and Equipment - Opportunity to design inclusive and empowering athletic wear.
2. Media and Entertainment - Opportunity for media outlets to promote gender equality and challenge sexist narratives.
3. Marketing and Advertising - Opportunity to create impactful campaigns that challenge societal norms and empower women in sports.