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# LGBTQ-Focused Athletic Ads
Nike's Be True Campaign Features an Ad Starring Leiomy Maldonado

By Justin Lam | Published 2018-06-28 | Updated 2018-07-04 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/be-true-campaign
References: [adweek](https://www.adweek.com/brand-marketing/nike-celebrates-famed-vogue-dancer-leiomy-maldonados-athleticism-in-striking-poetic-ad/) & [news.nike](https://news.nike.com/news/nike-betrue-2018-collection)

As part of its Be True campaign, [Nike](https://www.trendhunter.com/trends/awaken-your-madness) has enlisted the help of dancer Leiomy Maldonado to focus on the importance of Voguing, dancing and nightlife in the [LGBTQ](https://www.trendhunter.com/trends/brooks-running-x-jzd-collection) community. This new equality campaign comes as part of the Be True campaign, which was launched as part of Nike's celebration of LGBTQ culture. There is still an admiration of athleticism in this ad but by starring Leiomy Maldonado the ad showcases a distinct aspect of culture within a marginalized community.

The ad was written and directed by Daisy Zhao and prominently features the voice of Precious Angel Ramirez. Throughout the ad, Maldonado is shown performing in a studio along with other dancers who best represent Voguing and the LGBTQ community. The ad also features appearances from Willow Smith and Icona Pop, as well as featuring dancers such as Tiffany Theartist, Monsièur Pariè, Karma Styles, Albert Taveras, Karin Tatsuoka, Marshay Love, Chauncey Dominique and Luz Romano.

Image Credit: Nike

## Trend Insights (Trend Hunter)

- Score: 0.9/10
- Popularity: 2% | Activity: 16% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial, Gen X
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials)

## Key Themes

### Why This Trend Is Growing

- **Equality Campaigns:** Disruptive innovation opportunity: Develop inclusive advertising campaigns that focus on marginalized communities and celebrate diversity.
- **Cultural Representation:** Disruptive innovation opportunity: Create content and ad campaigns that highlight distinct aspects of culture within diverse communities.
- **LGBTQ Advocacy:** Disruptive innovation opportunity: Develop products and services that support and empower the LGBTQ community.

### Industries Being Reshaped

- **Sportswear:** Disruptive innovation opportunity: Design sportswear lines that cater to diverse communities and promote inclusivity.
- **Entertainment:** Disruptive innovation opportunity: Produce movies, music, and other entertainment content that accurately represents the LGBTQ community and promotes acceptance.
- **Dance and Performance:** Disruptive innovation opportunity: Create platforms and spaces that amplify the voices and talents of LGBTQ dancers and performers.

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